Akademik Məlumat İdarəetmə Sistemi
16th International Conference on Application of Fuzzy Systems, Soft Computing and Artificial Intelligence Tools, ICAFS 2023, Antalya, Turkey, 14 - 15 September 2023, vol.1142 LNNS, pp.187-194, (Full Text)
Internet has changed the consumers’ buying preferences in a radical way. Instead of traditional try and purchase approach, customers search for the Internet and order the products online. Customers are increasingly using the Internet to fulfill their daily demands. As a result, customer-company relationships become more digital, and maintaining these relationships with customers becomes the primary task of organizations. The main aim of this study is to evaluate and predict the consumer buying behavior in digital marketing place by identifying and ranking the factors that have the greatest impact on consumer buying decision. This research is based on consistency-driven Z-number-valued matrix approach for determination of the weights vector of the identified criteria. According to the results, the most influential factor on online shoppers is the availability of the desired products and brands which is followed by stylish and unique products, e-WOM, easy and secure transaction, user-friendly web design, and attitudes towards online buying factor, respectively.