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A decision making algorithm for enhancing consumer value in purchasing behavior based on circular spherical fuzzy
Rui Zhang1, Xiaoshuo Li2, Wenjia Yi2
1Department of Business Administration, School of Business, North Minzu University, Yinchuam, 750021, Ningxia, China. tgzyyx1223@163.com.
Scientific Reports
|May 9, 2026
Summary
This study introduces a new hybrid decision-making model using circular spherical fuzzy sets to address uncertainty in consumer purchasing behavior. "Simplifying the Buying Process" emerged as the top strategy for enhancing consumer value.
Area of Science:
- Decision Sciences
- Fuzzy Logic Applications
- Consumer Behavior Analysis
Background:
- Consumer value assessment is challenged by decision-maker uncertainty and conflicting opinions.
- Existing fuzzy and intuitionistic fuzzy models inadequately capture directional uncertainty.
- Novel approaches are needed to model complex decision-making environments.
Purpose of the Study:
- To develop a hybrid multi-attribute group decision-making (MAGDM) model for consumer value analysis.
- To integrate the CRITIC and WASPAS methods within the circular spherical fuzzy set (CSFS) framework.
- To enhance the representation of uncertainty in decision-making processes.
Main Methods:
- Proposed a novel MAGDM model combining CRITIC (for attribute weighting) and WASPAS (for ranking) within the CSFS framework.
- Utilized CSFS to more realistically represent decision-maker uncertainty, including hesitation and directional ambiguity.
- Applied the model to a hypothetical case study on consumer value in purchasing behavior.
Main Results:
- The CRITIC-WASPAS model within the CSFS framework demonstrated stability and robustness.
- Identified "Simplifying the Buying Process" as the optimal strategy for consumer value.
- Sensitivity and comparative analyses validated the model's effectiveness over existing methods.
Conclusions:
- The proposed CRITIC-WASPAS model effectively handles complex uncertainties in MAGDM.
- Offers a more realistic representation of decision-maker hesitation and opinions.
- Provides valuable decision support for businesses aiming to improve consumer value and guides future MAGDM research.
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