- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The present paper proposes a new and intuitive model to evaluate the utilitarian eservice quality on textile and fashion B2C websites in Spain. The relevant variables to include into this model have been validated through an in-depth literature review and a reliability study based on an empirical investigation. Among the several methodologies used to develop the model, the paper proves that fuzzy inference systems (FIS) have numerous advantages. The following are particularly relevant: the ease to manage nonlinear behaviours and the intuitive way of incorporating knowledge to evaluate B2C websites. This knowledge can stem both: from the expert know-how or from the evaluation of consumer satisfaction on these websites. The knowledge is made explicit through if-then rules which work with linguistic-type concepts -agreed upon by experts, closer to the human reasoning mode. Finally, the usefulness of the proposed model and the defined FIS suitability to evaluate the model are shown.
The main objective of this paper is to propose an alternative model for utilitarian quality evaluation in B2C websites. When this model is supported by a fuzzy inference system, it improves some behaviour drawbacks of simpler evaluation methodologies and makes the embedded knowledge in the evaluation system more interpretable and intuitive in order to be better managed.