Analyzing Customer Behavior by Evaluating and Ranking Factors Influencing Customer Satisfaction when Purchasing on C2C e-commerce Websites in the Digital Economy Context Using the FUZZY-AHP-TOPSIS Model

In the context of a rapidly developing digital economy, C2C e-commerce is increasingly attracting a large number of consumers. However, fierce competition among e-commerce platforms creates an urgent need to improve customer satisfaction in order to maintain and expand market share. Therefore, identifying and ranking the factors influencing customer satisfaction in online shopping choices on C2C e-commerce websites is of significant importance both theoretically and practically. This study aims to evaluate and rank the factors affecting customer satisfaction when shopping online on C2C e-commerce platforms through an integrated FUZZY – AHP – TOPSIS model. The research findings not only contribute to supplementing the theoretical basis of customer behavior in C2C e-commerce from the perspective of multi-criteria decision-making, but also provide useful management implications for e-commerce platforms in improving service quality, enhancing user experience, and increasing customer satisfaction in the current digital transformation context.