Publication: Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP
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Date
2020
Authors
Ramli R.
Ibrahim A.Z.M.
Bakar A.A.
Mohamad A.H.
Journal Title
Journal ISSN
Volume Title
Publisher
Institute of Physics Publishing
Abstract
Trust 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.
Description
Hierarchical systems; Sales; Sports; Analytical Hierarchy Process; Business platforms; Customer trust; Fuzzy AHP; Online sellers; Physical interactions; Social commerces; Social Network Sites; Social networking (online)