Evaluating and Prioritizing the Effective Factors on the Success of Internet Marketing of Export Companies by Utilizing the Multi-Criteria Decision-Making Technique

This study was designed to examine and prioritize the effective factors on the success of Internet marketing of export companies by utilizing the TOPSIS multi-criteria decision-making technique. The study’s statistical population consisted of the managers of 52 export trading companies in Mazandaran province, Iran. A questionnaire was used to collect the required data and its validity questionnaire was confirmed by relevant experts and professors. Also, the reliability values of the questionnaire variables were obtained using Cronbach's alpha for internal factors, external factors, international factors, and internet marketing success as 0.84, 0.85, 0.83, and 0.86, respectively. The structural equation model method was used for the analysis of the research data and testing the hypotheses using SPSS and Lisrel software, while the TOPSIS technique was applied to prioritize the identified factors. As indicated by the findings of this research, three internal, external, and international factors can affect the success of Internet marketing. Furthermore, ranking by the TOPSIS method revealed that external factors are rated the first place in this rating, followed by internal factors and international factors in the second and third places.