THE INFLUENCE OF E-COMMERCE ON DECREASING CUSTOMER'S STRESS WITH USING AHP METHOD
International Journal of Business and Marketing
Purpose-The aim of this research is a scientific assessment of stress decrease in customers that is one of reasons for using E-commerce in developed countries. Design/methodology/approach-This study applies the Analytic Hierarchy Process (AHP) method to evaluate the effect of using e-commerce on stress decrease in Iran. Then, a sensitivity analysis is carried out to determine the critical factors that affected the priority of the alternatives. Findings-Overall, the study findings consider that
... ings consider that the effect of stress decreasing factors in comparison to stress increasing factors in a scale with use of e-commerce is higher. That is, the amount of stress decrease with use of e-commerce is more than the amount of stress increase with use of e-commerce. It means 18.32 more than 4.924. As it was told in explanations above the use of e-commerce decreases stress 6 times more than unuse of e-commerce. Although, use of e-commerce in stressful factors causes stress increase 5 times more than unuse of e-commerce, the rate of stress increase in comparison to stress decrease is about 4 less. Originality/value-Through this survey and getting establish one of other advantage of E-commerce that is stress decrease and at the moment, is in shape of a hypothesis ,we disclose the path for development of this technology in Iran.