Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP
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)
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Institute of Physics Publishing
2023
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my.uniten.dspace-254202023-05-29T16:09:12Z Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP Ramli R. Ibrahim A.Z.M. Bakar A.A. Mohamad A.H. 57191413657 57217619702 35178991300 57207888993 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) 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. Final 2023-05-29T08:09:12Z 2023-05-29T08:09:12Z 2020 Conference Paper 10.1088/1742-6596/1529/5/052016 2-s2.0-85087454990 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087454990&doi=10.1088%2f1742-6596%2f1529%2f5%2f052016&partnerID=40&md5=31157fca93d15dc5230f5e04b3e1017d https://irepository.uniten.edu.my/handle/123456789/25420 1529 5 52016 All Open Access, Bronze Institute of Physics Publishing Scopus |
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| 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) |
| author2 |
57191413657 |
| author_facet |
57191413657 Ramli R. Ibrahim A.Z.M. Bakar A.A. Mohamad A.H. |
| format |
Conference Paper |
| author |
Ramli R. Ibrahim A.Z.M. Bakar A.A. Mohamad A.H. |
| spellingShingle |
Ramli R. Ibrahim A.Z.M. Bakar A.A. Mohamad A.H. Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| author_sort |
Ramli R. |
| title |
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| title_short |
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| title_full |
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| title_fullStr |
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| title_full_unstemmed |
Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP |
| title_sort |
evaluating customer trust towards online snss sellers using fuzzy ahp |
| publisher |
Institute of Physics Publishing |
| publishDate |
2023 |
| _version_ |
1806427931790016512 |