Publication:
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP

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dc.citedby2
dc.contributor.authorRamli R.en_US
dc.contributor.authorIbrahim A.Z.M.en_US
dc.contributor.authorBakar A.A.en_US
dc.contributor.authorMohamad A.H.en_US
dc.contributor.authorid57191413657en_US
dc.contributor.authorid57217619702en_US
dc.contributor.authorid35178991300en_US
dc.contributor.authorid57207888993en_US
dc.date.accessioned2023-05-29T08:09:12Z
dc.date.available2023-05-29T08:09:12Z
dc.date.issued2020
dc.descriptionHierarchical systems; Sales; Sports; Analytical Hierarchy Process; Business platforms; Customer trust; Fuzzy AHP; Online sellers; Physical interactions; Social commerces; Social Network Sites; Social networking (online)en_US
dc.description.abstractTrust plays a vital role in social commerce due to the inadequacy of physical interaction and experience during the customer-seller transaction. Various studies were drawn in the literature targeting the investigation of the influence criteria related to trust using statistical analysis approach. However, little attention has been paid on the importance of the criteria in evaluating customer trust toward online sellers that used Social Network Sites (SNSs) as business platforms. In this study, the Fuzzy AHP (FAHP) method, an extension of the Analytical Hierarchy Process (AHP) was adopted to determine the importance of criteria in evaluating customer's trust towards online SNSs sellers. The results of FAHP were then compared against the result of AHP, which both methods' results similarities and differences were also presented and discussed. � 2020 IOP Publishing Ltd. All rights reserved.en_US
dc.description.natureFinalen_US
dc.identifier.ArtNo52016
dc.identifier.doi10.1088/1742-6596/1529/5/052016
dc.identifier.issue5
dc.identifier.scopus2-s2.0-85087454990
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85087454990&doi=10.1088%2f1742-6596%2f1529%2f5%2f052016&partnerID=40&md5=31157fca93d15dc5230f5e04b3e1017d
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/25420
dc.identifier.volume1529
dc.publisherInstitute of Physics Publishingen_US
dc.relation.ispartofAll Open Access, Bronze
dc.sourceScopus
dc.sourcetitleJournal of Physics: Conference Series
dc.titleEvaluating Customer Trust towards Online SNSs sellers using Fuzzy AHPen_US
dc.typeConference Paperen_US
dspace.entity.typePublication
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