Evaluating Customer Trust towards Online SNSs sellers using Fuzzy AHP

Abstract

Trust plays a vital role in social commerce due to the inadequacy of physical interaction and experience during the customer-seller transaction. Various studies were drawn in the literature targeting the investigation of the influence criteria related to trust using statistical analysis approach. However, little attention has been paid on the importance of the criteria in evaluating customer trust toward online sellers that used Social Network Sites (SNSs) as business platforms. In this study, the Fuzzy AHP (FAHP) method, an extension of the Analytical Hierarchy Process (AHP) was adopted to determine the importance of criteria in evaluating customer's trust towards online SNSs sellers. The results of FAHP were then compared against the result of AHP, which both methods' results similarities and differences were also presented and discussed.