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Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework
Walayat Hussain1, Jose M Merigo2
1Victoria University Business School, Victoria University, Melbourne, 3000 Australia.
Journal of Ambient Intelligence and Humanized Computing
|June 26, 2023
Summary
This study introduces a fuzzy decision-making framework to help small and medium-sized enterprises (SMEs) select the optimal social commerce strategy. It addresses complex factors, enabling better customer relationships and maximizing resource productivity.
Area of Science:
- Business Management
- Information Systems
- Decision Science
Background:
- Social commerce adoption is increasing among SMEs, but strategic selection of onsite, offsite, or hybrid models remains challenging.
- SMEs face resource constraints (budget, skills) requiring efficient social commerce strategy selection.
- Existing literature lacks methods for SMEs to navigate uncertain, complex relationships in social commerce adoption factors.
Purpose of the Study:
- To propose a fuzzy linguistic multi-criteria group decision-making framework for SMEs to choose between onsite, offsite, or hybrid social commerce strategies.
- To address the complexities and uncertainties inherent in social commerce adoption decisions for SMEs.
- To enable SMEs to select the most productive social commerce strategy considering their limited resources.
Main Methods:
- A novel hybrid approach combining Fuzzy Analytic Hierarchy Process (FAHP) and Fuzzy Ordered Weighted Average (FOWA) operators.
- Integration of the Technological-Organization-Environment (TOE) framework criteria for strategy selection.
- Incorporation of decision-maker attitudinal characteristics and various decision criteria (FMin, FMax, Laplace, Hurwicz, FWA, FOWA, FPOWA).
Main Results:
- The proposed framework effectively handles uncertain and complex nonlinear relationships in social commerce adoption.
- Demonstrated applicability and effectiveness through a case study involving three SMEs.
- The approach provides intelligent recommendations by considering decision-maker preferences and attitudinal characteristics.
Conclusions:
- The developed fuzzy decision-making framework empowers SMEs to make informed choices regarding social commerce adoption.
- This aids SMEs in selecting strategies that foster stronger customer relationships and optimize resource utilization.
- The study offers a valuable tool for navigating complex strategic decisions in the evolving social commerce landscape.
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