Online shop location optimization using a fuzzy multi-criteria decision model- case study on Taobao.com

Lu, Zi, Wang, Sisi, Li, Xiaonan, Yang, Lihua, Yang, Dong and Wu, Dianshuang (2012) Online shop location optimization using a fuzzy multi-criteria decision model- case study on Taobao.com. Knowledge-Based Systems, 32 76-83. doi:10.1016/j.knosys.2011.08.015


Author Lu, Zi
Wang, Sisi
Li, Xiaonan
Yang, Lihua
Yang, Dong
Wu, Dianshuang
Title Online shop location optimization using a fuzzy multi-criteria decision model- case study on Taobao.com
Journal name Knowledge-Based Systems   Check publisher's open access policy
ISSN 0950-7051
1872-7409
Publication date 2012-08-01
Year available 2011
Sub-type Article (original research)
DOI 10.1016/j.knosys.2011.08.015
Volume 32
Start page 76
End page 83
Total pages 8
Place of publication Amsterdam, Netherlands
Publisher Elsevier
Collection year 2013
Language eng
Abstract The solution to location optimization for an E-service network is a difficult, complex, tedious, and protracted process which requires evaluation to be made on a number of aspects according to certain criteria. This paper proposes an online shop location optimization method which combines a fuzzy location choice method based on neighborhood infrastructure with a fuzzy multi-criteria decision-making (FMCDM) method. The study process includes two stages. The first stage identifies the location choice characteristics for online shops selling digital products, and provides candidate sites for further location optimization consideration. The second stage incorporates the information provided by two experts leading to fulfillment of the selection of optimum locations. The research findings are as follows: (1) The location choices of online shops which sell valuable goods, such as digital products, are mainly aggregated and still rely on traditional neighborhood infrastructure. The selection of an optimum location is a process of transference from overlap locations to complete locations. (2) Online shop location optimization can be modeled and calculated by fuzzy numbers to handle uncertain data. The research findings have shown that the proposed fuzzy location choice method and the FMCDM method have a well-structured architecture and a great computational power. It helps to promote decision-making quality in decision-making processes under uncertainty.
Keyword Online shops
Location optimization
Neighborhood infrastructure
Fuzzy location choice method
Fuzzy multi-criteria decision-making (FMCDM)
Taobao.com
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online: 31 August 2011.; Issue: 'New Trends on Intelligent Decision Support Systems'

Document type: Journal Article
Sub-type: Article (original research)
Collections: School of Geography, Planning and Environmental Management Publications
Official 2013 Collection
 
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