FUZZY SIMPLE ADDITIVE WEIGHTING BASED, DECISION SUPPORT SYSTEM APPLICATION FOR ALTERNATIVE CONFUSION REDUCTION STRATEGY IN SMARTPHONE PURCHASES

Consumer confusion is a phenomena when the consumer experiencing several confusion problems when she/he should to purchase products/services. Usually, consumer will do a strategy to coping the confusion, that strategy is known as Confusion Reduction Strategy. The conventional ways usually taken by t...

Full description

Saved in:
Bibliographic Details
Published in:American journal of applied sciences 2014-04, Vol.11 (4), p.666-666
Main Authors: Atmojo, Robertus Nugroho Perwiro, Anindito, Anindito, Pardamean, Bens, Abbas, Bahtiar Saleh, Cahyani, Anggita Dian, Manulang, Imanuel Didimus
Format: Article
Language:English
Subjects:
Confusion
Decision support systems
Fuzzy
Fuzzy logic
Fuzzy set theory
Reduction
Smartphones
Strategy
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Consumer confusion is a phenomena when the consumer experiencing several confusion problems when she/he should to purchase products/services. Usually, consumer will do a strategy to coping the confusion, that strategy is known as Confusion Reduction Strategy. The conventional ways usually taken by the consumer to reduce the confusion are, such as: Asking for product recommendation to close relatives, seeking for an additional product information on the Internet, and so on. However, suggestions and recommendations from conventional sources obtained by the consumer, sometimes are not always accurate (not objective) and time consuming (inefficient). Therefore, this research proposes a Decision Support System (DSS) application to cope with the confusion. DSS application contributed only 2 of 27 smartphone transactions. Further research for the development of mobile based DSS application as an alternative conventional CRS needs to be conducted, because of the potential success of static desktop based DSS application in reducing potential consumer confusion especially for value oriented buyers.
ISSN:1546-9239
1554-3641
DOI:10.3844/ajassp.2014.666.680