Retail e-commerce has been growing over the years by attracting entrepreneurs’ attention. Increasing interest in retail e-commerce has affected competition and made it necessary to choose the right competition strategy. This study aims at selecting the right competition strategy to be successful inretail e-commerce under vague and imprecise conditions. AHP and TOPSIS methods are used under intuitionistic fuzzy environment, which allows decision-makers to reflect their hesitation in their judgements. After a literature review on retail, e-commerce, and competition strategy, the main criteria and sub-criteria of multicriteria retail e-commerce alternative selection are presented. Cost leadership, differentiation, and focusing strategies are evaluated as competitive strategies, based on the opinions of experts collected through a questionnaire. The results of the study show that the strategies are ranked as differentiation, focus, and cost leadership strategies, respectively.

中文翻译：

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使用 IF AHP 和 TOPSIS 方法的零售电子商务竞争策略选择

多年来，零售电子商务通过吸引企业家的注意力而不断增长。对零售电子商务日益增长的兴趣影响了竞争，因此有必要选择正确的竞争策略。本研究旨在选择正确的竞争策略，以在模糊和不精确的条件下取得成功的零售电子商务。AHP 和 TOPSIS 方法用于直觉模糊环境下，使决策者能够在判断中反映他们的犹豫。在对零售、电子商务和竞争策略的文献回顾之后，提出了多标准零售电子商务替代选择的主要标准和子标准。根据通过问卷收集的专家意见，将成本领先、差异化和集中战略评估为竞争战略。