Akademik Məlumat İdarəetmə Sistemi
15th International Conference on Application of Fuzzy Systems, Soft Computing and Artificial Intelligence Tools, ICAFS 2022, Budva, Montenegro, 26 - 27 August 2022, vol.610 LNNS, pp.164-171
Growth in e-commerce marketing and customers’ interest toward online shopping have changed the traditional way of ‘try and buy’ to online ordering of products. As a result, most of the brick and mortar companies and startups tend to strengthen their digital marketing strategies by creating e-commerce sites that appeal to customers. Online seller companies can understand their customers’ needs, wants, and preferences by analyzing the customer characteristics that influence their purchase decisions. In this research, personal characteristics that affect the consumer buying decision in online shopping are identified, weighted and analyzed using triangular fuzzy numbers and fuzzy AHP method. Investigated criteria are provided as customer’s age, occupation, economic situation, lifestyle, and personality and self-concept. Furthermore, based on the research it is identified that personal characteristics of customers have a significant impact in online retailing.