Fuzzy comprehensive evaluation of purchase intention of retailer private brands based on improved AHP method

Issue title: Special issue: Fuzzy Systems in Distributed Sensing Applications

Guest editors: Mohamed Elhoseny and X. Yuan

Article type: Research Article

Authors: Tang, Ziyan^{; *}

Affiliations: Business School of Sichuan University, Chengdu, China

Correspondence: [*] Corresponding author. Ziyan Tang, Business School of Sichuan University, Chengdu, China. E-mail: tangziyan@foxmail.com.

Abstract: This paper uses the improved AHP comprehensive evaluation method to evaluate the purchase intention of Chinese retailer private brands. This method can reduce the subjectivity of the weight selection and improve the accuracy of weights. The paper also uses the degree of membership to grade the evaluation levels and conducts the backward evaluation to the different levels of indicators one by one, thus obtaining the relative development level of each indicator. The evaluation results show that consumers have higher acceptance of retailer private brands and they have strong purchase intentions.

Keywords: Fuzzy comprehensive evaluation, intention of retailer private brands, improved AHP method

DOI: 10.3233/JIFS-179521

Journal: Journal of Intelligent & Fuzzy Systems, vol. 38, no. 2, pp. 1579-1584, 2020