Prioritizing factors affecting the intention of online shopping with an emphasis on internal factors of consumer behavior among customers of Iran Khodro products using fuzzy decision-making techniques

The purpose of this study was to prioritize factors affecting the intention of online shopping with an emphasis on internal factors of consumer behavior among customers of Iran Khodro products. The statistical population of the study consisted of the senior experts of the Internet sales of Iran Khodro products, with twelve (12) staff members. Due to the limited statistical population, we did not have good sampling in this study and the statistical population was the same statistical sample. Validity and reliability of this research questionnaire have been confirmed due to the use of paired comparisons and the nature of consensus in group decision making (its consultative nature). To identify the factors affecting the intention of online shopping with an emphasis on the internal factors of consumer behavior, interviews with leading experts of the Internet sales of Iran Khodro products have been used, In order to prioritize each of these factors, Fuzzy AHP technique and later fuzzy Topsis was used. Finally, the results of these two techniques were compared. The results of the comparison of these two techniques showed that the desire to buy instantaneous goods, welcome new experiences, the pleasure of shopping, the three components had the same rank in two techniques, and the rest of the factors had different ratings.

کلیدواژه ها:

Internet Intention ، Internal Factors of Consumer Behavior ، Iran Khodro Products ، Fuzzy Decision Techniques