Integrated QFD, Fuzzy Linear Regression and ZOGP: An Application of E-Store Design

Literature Review

A website’s interactivity converts visitors to customers and is positively related to its attractiveness (McKechnie & Nath, 2016). The design of the website is crucial to attract customers. Despite the importance of e-design, few studies have been conducted on the subject. Liu and Arnett (2000) explored the factors associated with website success in the context of e-commerce. Chakraborty et al. (2002), identified the factors that influence customer’s perceptions of the effectiveness of business-to-business websites. Liang and Lai (2002) evaluated the effects of e-store design among three online bookstores. Akhter et al. (2005), revealed the relationships between critical factors such as security, familiarity, design and competitiveness and analyzed these factors on human decision process when they are used collectively. Baloğlu and Pekcan (2006), utilized content analysis to analyze the websites of hotels in Turkey in terms of site design characteristics. Barutçu (2006) used QFD methodology to understand e-customers’ expectations of e-store design. Dündar et al. (2007) ranked e-store websites on the basis of customer satisfaction by using fuzzy TOPSIS. Flavian et al. (2009) analysed the main aspects that can influence online users’ perceptions and behaviours in order to achieve a successful e-commerce website. Cebi (2013), used Quality evaluation model, DEMATEL and Choquet integral techniques to evaluate the perceived design quality of websites while considering the interactions among design characteristics. Hasan (2016), investigated components of online shopping attitude and the effects of website design characteristics.