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首页> 外文期刊>American journal of applied sciences >FUZZY SIMPLE ADDITIVE WEIGHTING BASED, DECISION SUPPORT SYSTEM APPLICATION FOR ALTERNATIVE CONFUSION REDUCTION STRATEGY IN SMARTPHONE PURCHASES | Science Publications
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FUZZY SIMPLE ADDITIVE WEIGHTING BASED, DECISION SUPPORT SYSTEM APPLICATION FOR ALTERNATIVE CONFUSION REDUCTION STRATEGY IN SMARTPHONE PURCHASES | Science Publications

机译：基于模糊简单加权加权决策支持系统的智能手机购买减价策略科学出版物

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摘要

> Consumer confusion is a phenomena when the consumer experiencing several confusion problems when she/he should to purchase products/services. Usually, consumer will do a strategy to coping the confusion, that strategy is known as Confusion Reduction Strategy. The conventional ways usually taken by the consumer to reduce the confusion are, such as: Asking for product recommendation to close relatives, seeking for an additional product information on the internet and so on. However, suggestions and recommendations from conventional sources obtained by the consumer, sometimes are not always accurate (not objective) and time consuming (inefficient). Therefore, this research proposes a Decision Support System (DSS) application to cope with the confusion. In this study, the comparison results between conventional methods (such as: Asking advice to close relatives or seeking for an additional information on the internet) with the proposed method (the DSS) were presented. In addition, another implication of this study is to get the factors that causing consumer confusion in case of smartphone purchases. This research used mixed-method approach, implemented through interview and survey. Research samples were 136 potential smartphone buyers which are converted to 27 smartphone buyers; brand image is the main source of consumer confusion (mean 3.98, std. dev 0.86), followed by proliferation of brands, services and models of smartphone products (mean 3.89, std. dev 0.82). Respondents often use Word of Mouth (WoM) communication as main source of information to reduce the confusion, results of 16 from 27 transactions were contributed from WoM. DSS application contributed only 2 of 27 smartphone transactions. Further research for the development of mobile based DSS application as an alternative conventional CRS needs to be conducted, because of the potential success of static desktop based DSS application in reducing potential consumer confusion especially for value oriented buyers.
机译： >当消费者在应该购买产品/服务时遇到多个困惑问题时，消费者困惑就是一种现象。通常，消费者会制定应对混乱的策略，该策略称为减少混乱策略。消费者通常采取的减少混乱的常规方法包括：向亲戚寻求产品推荐，在Internet上寻求其他产品信息等。然而，消费者从常规来源获得的建议和推荐有时并不总是准确的（不是客观的）和费时的（低效的）。因此，本研究提出了决策支持系统（DSS）应用程序来应对这种混乱。在这项研究中，提出了传统方法（例如：向亲戚咨询或在互联网上寻求其他信息）与建议方法（DSS）之间的比较结果。此外，这项研究的另一个含义是获得在购买智能手机的情况下引起消费者困惑的因素。这项研究采用混合方法，通过访谈和调查来实施。研究样本是136个潜在的智能手机买家，这些买家已转化为27个智能手机买家。品牌形象是造成消费者困惑的主要根源（平均值3.98，标准偏差0.86），其次是智能手机产品的品牌，服务和型号激增（平均值3.89，标准偏差0.82）。受访者经常使用口碑传播（WoM）作为减少混乱的主要信息来源，WoM贡献了27笔交易中的16笔。 DSS应用程序仅贡献了27个智能手机交易中的2个。由于基于静态桌面的DSS应用程序在减少潜在的消费者混乱方面（尤其是面向价值购买者）的潜在成功，因此需要对基于移动DSS应用程序作为替代常规CRS的开发进行进一步研究。

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