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      Onsite/offsite social commerce adoption for SMEs using fuzzy linguistic decision making in complex framework

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          Abstract

          There has been a growing social commerce adoption trend among SMEs for few years. However, it is often a challenging strategic task for SMEs to choose the right type of social commerce. SMEs usually have a limited budget, technical skills and resources and want to maximise productivity with those limited resources. There is much literature that discusses the social commerce adoption strategy for SMEs. However, there is no work to enable SMEs to choose social commerce—onsite/offsite or hybrid strategy. Moreover, very few studies allow the decision-makers to handle uncertain, complex nonlinear relationships of social commerce adoption factors. The paper proposes a fuzzy linguistic multi-criteria group decision-making in a complex framework for onsite, offsite social commerce adoption to address the problem. The proposed approach uses a novel hybrid approach by combining FAHP, FOWA and selection criteria of the technological–organisation–environment (TOE) framework. Unlike previous methods, the proposed approach uses the decision maker's attitudinal characteristics and recommends intelligently using the OWA operator. The approach further demonstrates the decision behaviour of the decision-makers with Fuzzy Minimum (FMin), Fuzzy Maximum (FMax), Laplace criteria, Hurwicz criteria, FWA, FOWA and FPOWA. The framework enables the SMEs to choose the right type of social commerce considering TOE factors that help them build a stronger relationship with current and potential customers. The approach's applicability is demonstrated using a case study of three SMEs seeking to adopt a social commerce type. The analysis results indicate the proposed approach's effectiveness in handling uncertain, complex nonlinear decisions in social commerce adoption.

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          Most cited references47

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          The concept of a linguistic variable and its application to approximate reasoning—I

          L.A. Zadeh (1975)
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            Fuzzy hierarchical analysis

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              On ordered weighted averaging aggregation operators in multicriteria decisionmaking

              R.R. Yager (1988)
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                Author and article information

                Contributors
                walayat.hussain@vu.edu.au
                jose.merigo@uts.edu.au
                Journal
                J Ambient Intell Humaniz Comput
                J Ambient Intell Humaniz Comput
                Journal of Ambient Intelligence and Humanized Computing
                Springer Berlin Heidelberg (Berlin/Heidelberg )
                1868-5137
                1868-5145
                9 July 2022
                9 July 2022
                : 1-20
                Affiliations
                [1 ]GRID grid.1019.9, ISNI 0000 0001 0396 9544, Victoria University Business School, , Victoria University, ; Melbourne, 3000 Australia
                [2 ]GRID grid.117476.2, ISNI 0000 0004 1936 7611, Faculty of Engineering and Information Technology, , University of Technology Sydney, ; Ultimo, 2007 Australia
                Author information
                http://orcid.org/0000-0003-0610-4006
                Article
                4157
                10.1007/s12652-022-04157-5
                10113001
                28c9e9f6-fe93-41a9-8a55-f916f153c7df
                © The Author(s) 2022

                Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.

                History
                : 28 February 2021
                : 9 June 2022
                Funding
                Funded by: Victoria University
                Categories
                Original Research

                social commerce adoption,toe framework,fahp,owa operator,fuzzy linguistic,multi-criteria group decision making

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