Webpage Design Based on Generation Differences Using Hesitant Fuzzy Sets

M. Çağrı Budak*, Sezi Çevik Onar

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Online shopping has a vital place in shopping behavior. Various factors have an impact on individuals’ motivations for online shopping. In this study, the online shopping motivation of individuals who have experienced that earlier has been evaluated with regards to the Technology Acceptance Model, Diffusion of Innovation Theory, and Extended Unified Theory of Acceptance and Use of Technology. An integrated model is developed by using the innovativeness and relative advantage factors from the Diffusion of Innovation Theory; perceived usefulness, perceived ease of use, attitude towards use and usage intention factors from Technology Acceptance Model and finally habit, hedonic motivation and social influence from Extended Unified Theory of Acceptance and Use of Technology. All those factors and relationships between factors were tested using PLS-SEM. The model was employed to test the online shopping behavior of Generation X, Y, and Z and revealed the differences among those 3 groups. After finding out differences and significant relationships among generations, the hesitant fuzzy set method is used to explain how webpage design should be for each generation. The study, finally, has explained which factors are given priority when building a webpage for target generation based on factors of the proposed model.

Original languageEnglish
Title of host publicationIntelligent and Fuzzy Techniques
Subtitle of host publicationSmart and Innovative Solutions - Proceedings of the INFUS 2020 Conference
EditorsCengiz Kahraman, Sezi Cevik Onar, Basar Oztaysi, Irem Ucal Sari, Selcuk Cebi, A. Cagri Tolga
PublisherSpringer
Pages257-264
Number of pages8
ISBN (Print)9783030511555
DOIs
Publication statusPublished - 2021
EventInternational Conference on Intelligent and Fuzzy Systems, INFUS 2020 - Istanbul, Turkey
Duration: 21 Jul 202023 Jul 2020

Publication series

NameAdvances in Intelligent Systems and Computing
Volume1197 AISC
ISSN (Print)2194-5357
ISSN (Electronic)2194-5365

Conference

ConferenceInternational Conference on Intelligent and Fuzzy Systems, INFUS 2020
Country/TerritoryTurkey
CityIstanbul
Period21/07/2023/07/20

Bibliographical note

Publisher Copyright:
© 2021, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords

  • Generation cohort
  • Hesitant fuzzy sets
  • PLS-SEM
  • Web-page design

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