%0 Journal Article
%T Propose a Model for Customer Purchase Decision in B2C Websites Using Adaptive Neuro-Fuzzy Inference System
%A Mehrbakhsh Nilashi
%A Mohammad Fathian
%A Mohammad Reza Gholamian
%A Othman bin Ibrahim
%J International Journal of Business Research and Management
%D 2011
%I Computer Science Journals
%X If companies are to enjoy long-term success in the Internet marketplace, they must effectivelymanage the complex, multidimensional process of building online consumer trust. The onlineenvironment and the quality and usability of websites help the browser and consumer to beattracted and accessible to the information and the product and services available online. In thisPaper a new model would be suggested based on neuro-fuzzy System which depicts some of thehidden relationships between the critical factors such as security, familiarity, and designing in aB2C commercial website on other hand, and the competitive factor to other competitors on otherhand. Then, the impacts of these factors on purchasing decision of consumers in B2Ccommercial websites are extracted. We are going to find the impact of these factors on thedecision-making process of people to buy through the B2C commercial websites, and we also willanalyze how these factors influence the results of the B2C trading. The study also provides adevice for sellers to improve their commercial websites. Two questionnaires were used in thisstudy. The first questionnaire was developed for e-commerce experts, and the second one wasdesigned for the customers of commercial websites. Also, Expert Choice is used to determine thepriority of factors in the first questionnaire, and MATLAB and Excel are used for developing theFuzzy rules. Finally, the Fuzzy logical kit was use to analyze the generated factors in the model.
%K Anfis
%K Clustering
%K E-commerce
%K Trust
%K Rules
%U http://cscjournals.org/csc/manuscript/Journals/IJBRM/volume2/Issue1/IJBRM-33.pdf