Online Shopping Decisions Enhancement with Fuzzy Expert System

Purpose Nowadays, due to the rapid development of the Internet and the rapid growthof web pages, many electronic websites are using product recommendation systems toguide users to the products that they need. Such systems usually provide a list ofsuggested items that the user may prefer. These systems are provided as a support toolto help users obtain information that best meets their needs. These systems can actuallyimprove user decisions, resulting in increased sales and mutual customer satisfaction.The purpose of the paper is to improve user decisions in online shopping using fuzzyexpert system.Methodology: The statistical population of this study consists of ۳۰ experts in the fieldof e-commerce who were selected by combining two methods of deliberate samplingand snowball sampling. To analyze the status of improvement of users' decisions, afuzzy expert system was created using input variables business reputation status,environmental factors status in e-commerce, online store features; productspecifications; user/customer characteristics.Findings: The final results showed that there is no significant difference between theresults of the created expert system and the mean of expert opinions.Originality/Value: In this paper, a conceptual Model to improve user decisions inonline shopping using a fuzzy expert system is designed.

کلیدواژه ها:

Customer decisions ، Online- shopping ، Expert systems ، Fuzzy logic