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Purpose: This study proposes a model for evaluating online stores by consumers using the hierarchical analysis method and fuzzy theory as a multi-criteria decision-making method. Methodology: The study used the survey method to collect information, which was then analyzed using multi-criteria decision models. Findings: The results show that user privacy is most important in online shopping. After that, Accessibility has a crucial role in assessing service quality. Originality/Value: This study provides a model for decision-makers to help them improve key areas in e-commerce service design.
Mahdifar et al. (Thu,) studied this question.