An internet information search channel evaluation model: the role of internet usage skills and psychological parameters
by Gaurav Khatwani; Gopal Das
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 4, 2015

Abstract: Multiple criteria decision-making (MCDM) is a branch of research that is designed to identify and understand the process by which individuals manage complex decision-making problems. In recent years it has become a primary area of research in many academic fields. The purpose of this study was to develop an information search channel evaluation model that could effectively analyse user preferences according to their internet usage experience and psychological status as they searched for information on the internet. A hybrid fuzzy multi-criteria group decision (HFMCGD) system was employed to develop the model and measure the role the above parameters played in determining the pre-purchase information channels that individuals preferred. Firstly, a fuzzy AHP was utilised to identify the criteria that influenced consumers to search pre-purchase information on the internet based on factors such as experience using the internet, attitude and happiness. Finally a fuzzy TOPSIS approach was implemented to rank different pre-purchase channels according to user preferences.

Online publication date: Wed, 09-Dec-2015

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