Webpage Design Based on Generation Differences Using Hesitant Fuzzy Sets

M. Çağrı Budak*, Sezi Çevik Onar

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Özet

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.

Orijinal dilİngilizce
Ana bilgisayar yayını başlığıIntelligent and Fuzzy Techniques
Ana bilgisayar yayını alt yazısıSmart and Innovative Solutions - Proceedings of the INFUS 2020 Conference
EditörlerCengiz Kahraman, Sezi Cevik Onar, Basar Oztaysi, Irem Ucal Sari, Selcuk Cebi, A. Cagri Tolga
YayınlayanSpringer
Sayfalar257-264
Sayfa sayısı8
ISBN (Basılı)9783030511555
DOI'lar
Yayın durumuYayınlandı - 2021
EtkinlikInternational Conference on Intelligent and Fuzzy Systems, INFUS 2020 - Istanbul, Turkey
Süre: 21 Tem 202023 Tem 2020

Yayın serisi

AdıAdvances in Intelligent Systems and Computing
Hacim1197 AISC
ISSN (Basılı)2194-5357
ISSN (Elektronik)2194-5365

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???event.eventtypes.event.conference???International Conference on Intelligent and Fuzzy Systems, INFUS 2020
Ülke/BölgeTurkey
ŞehirIstanbul
Periyot21/07/2023/07/20

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

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