A Multiple Criteria Decision Making Approach for Evaluating the Critical Factors for Selecting Mobile Commerce Websites Mirabi Vahid Rezaa, Ebrahimi Leilib aFaculty of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran bDepartment of Management, Qeshm International Branch, Islamic Azad University, Qeshm, Iran Online published on 10 March, 2015. Abstract Mobile commerce is an evolving area of electronic commerce, where customers can interact with the business companies via wireless networks and mobile devices for online business. A trusted website can provide mobile commerce and business with powerful competitive advantages. In addition, trusted website can lead to long-term relationships between customers and vendors. However, decision making on selecting appropriate website is relatively difficult from the customer and merchants. In this paper, multi-criteria decision-making problem in selecting appropriate website for mobile commerce is solved by ANP by considering interdependencies among the levels of decision attributes. The outcomes of this method from customers viewpoint determine the important of critical factors on customer‘s trust in mobile commerce websites. The proposed decision-making system also helps shopping websites managers to ascertain the trust level for their websites based and adequately allow them to improve the website quality. Top Keywords ANP, Mobile Commerce Websites, Trust, Decision Making. Top |