Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework

Hussain, W; Merigo, JM

Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework

Hussain, W

Merigo, JM

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Publisher:: Springer Nature
Publication Type:: Journal Article
Citation:: Journal of Ambient Intelligence and Humanized Computing, 2022, pp. 1-20
Issue Date:: 2022-01-01

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Field	Value	Language
dc.contributor.author	Hussain, W https://orcid.org/0000-0003-0610-4006
dc.contributor.author	Merigo, JM
dc.date.accessioned	2023-03-21T23:32:39Z
dc.date.available	2023-03-21T23:32:39Z
dc.date.issued	2022-01-01
dc.identifier.citation	Journal of Ambient Intelligence and Humanized Computing, 2022, pp. 1-20
dc.identifier.issn	1868-5137
dc.identifier.issn	1868-5145
dc.identifier.uri	http://hdl.handle.net/10453/168009
dc.description.abstract	There has been a growing social commerce adoption trend among SMEs for few years. However, it is often a challenging strategic task for SMEs to choose the right type of social commerce. SMEs usually have a limited budget, technical skills and resources and want to maximise productivity with those limited resources. There is much literature that discusses the social commerce adoption strategy for SMEs. However, there is no work to enable SMEs to choose social commerce—onsite/offsite or hybrid strategy. Moreover, very few studies allow the decision-makers to handle uncertain, complex nonlinear relationships of social commerce adoption factors. The paper proposes a fuzzy linguistic multi-criteria group decision-making in a complex framework for onsite, offsite social commerce adoption to address the problem. The proposed approach uses a novel hybrid approach by combining FAHP, FOWA and selection criteria of the technological–organisation–environment (TOE) framework. Unlike previous methods, the proposed approach uses the decision maker's attitudinal characteristics and recommends intelligently using the OWA operator. The approach further demonstrates the decision behaviour of the decision-makers with Fuzzy Minimum (FMin), Fuzzy Maximum (FMax), Laplace criteria, Hurwicz criteria, FWA, FOWA and FPOWA. The framework enables the SMEs to choose the right type of social commerce considering TOE factors that help them build a stronger relationship with current and potential customers. The approach's applicability is demonstrated using a case study of three SMEs seeking to adopt a social commerce type. The analysis results indicate the proposed approach's effectiveness in handling uncertain, complex nonlinear decisions in social commerce adoption.
dc.language	en
dc.publisher	Springer Nature
dc.relation.ispartof	Journal of Ambient Intelligence and Humanized Computing
dc.relation.isbasedon	10.1007/s12652-022-04157-5
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	0801 Artificial Intelligence and Image Processing, 0805 Distributed Computing
dc.title	Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework
dc.type	Journal Article
utslib.for	0801 Artificial Intelligence and Image Processing
utslib.for	0805 Distributed Computing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Computer Science
utslib.copyright.status	open_access	*
dc.date.updated	2023-03-21T23:32:37Z
pubs.publication-status	Published

Abstract:

There has been a growing social commerce adoption trend among SMEs for few years. However, it is often a challenging strategic task for SMEs to choose the right type of social commerce. SMEs usually have a limited budget, technical skills and resources and want to maximise productivity with those limited resources. There is much literature that discusses the social commerce adoption strategy for SMEs. However, there is no work to enable SMEs to choose social commerce—onsite/offsite or hybrid strategy. Moreover, very few studies allow the decision-makers to handle uncertain, complex nonlinear relationships of social commerce adoption factors. The paper proposes a fuzzy linguistic multi-criteria group decision-making in a complex framework for onsite, offsite social commerce adoption to address the problem. The proposed approach uses a novel hybrid approach by combining FAHP, FOWA and selection criteria of the technological–organisation–environment (TOE) framework. Unlike previous methods, the proposed approach uses the decision maker's attitudinal characteristics and recommends intelligently using the OWA operator. The approach further demonstrates the decision behaviour of the decision-makers with Fuzzy Minimum (FMin), Fuzzy Maximum (FMax), Laplace criteria, Hurwicz criteria, FWA, FOWA and FPOWA. The framework enables the SMEs to choose the right type of social commerce considering TOE factors that help them build a stronger relationship with current and potential customers. The approach's applicability is demonstrated using a case study of three SMEs seeking to adopt a social commerce type. The analysis results indicate the proposed approach's effectiveness in handling uncertain, complex nonlinear decisions in social commerce adoption.

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http://hdl.handle.net/10453/168009