Is E-Trust a Driver of Sustainability? An Assessment of Turkish E-Commerce Sector with an Extended Intuitionistic Fuzzy ORESTE Approach

Due mainly to COVID-19 and the demanding work schedules of many individuals, online purchasing sites have become indispensable. However, dynamic environment everchanging customer demands make sustainable competitiveness challenging for e-commerce platforms. Humans primarily influence preference purchase This study aimed discover Türkiye’s top popular shopping by adopting an extended intuitionistic fuzzy ORESTE (Organisation, Rangement Et Synthèse De Données Relationnelles) approach. Our targeted this surveying female users four platforms using IF-ORESTE. The criteria were determined according preferences. These as follows: easy accessibility platform, providing regular discounts campaigns, advanced filtering settings, contractual merchants’ reliability, quick delivery, being more affordable than competing platforms, positive feedback in user comments, having a large brand volume, installment option, partnered cargo companies. least important factor was volume brands on websites. Quick delivery orders reviews equally important. Similarly, decision-makers considered promotions comprehensive settings critical. these less significant feedback. work’s novelty lies implementing IF Turkish industry. implications future directions are discussed.