Purchasing channel choice based on fuzzy TOPSIS method

Abstract

Consumers nowadays are faced with the dilemma of choosing a purchasing channel amongst offline traditional channel, online internet channel and cross-channel. This study indicates four major factors that influence consumer's channel choices, including perceived risk, information availability, service quality experience and delivery service. A channel choice model based on the fuzzy TOPSIS method is presented. Furthermore, a case study of book retailing is provided to verify the model. Results prove the feasibility and practicality of this method and reveal that the cross-channel strategy is the optimal policy in purchasing channel design. Finally, conclusions and management implications for a channel design are presented, along with possible directions for further research.