Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan

PurposeThe purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).Design/methodology/approachThe suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.Findings With the help of a KBS, the performance of DIs may be evaluated. It demonstrates the link between choices connected to factors and decision criteria of various variables, demonstrating the beneficial effect of DIs in molding customer purchase intentions in the organic skincare industry.Practical implicationsThe proposed KBS would aid marketing managers and decision makers in assessing the effect of DIs on customer purchase intentions. This research would also give decision makers with extensive information on influencer marketing and crucial elements that have a significant effect on customer purchase intentions.Originality/valueThis is the first research to employ the fuzzy AHP methodology and KBS in relation to influencers' effect. No prior research has targeted the organic skincare industry to assess the effect of Internet influencers on consumer purchase intentions. Furthermore, the KBS offers a holistic and complete way to studying influencers' effect on cost per impression (CPI) by establishing a linkage between choices and decision criteria.

A Discussion on “Pythagorean fuzzy AHP based risk assessment methodology for hazardous material transportation: an application in Istanbul”

Ayyildiz et al. (Environmental Science and Pollution Research (2021), 1-13) pointed out that it is important to identify and minimize the critical risks in the transportation of hazardous material. For the same, Ayyildiz et al. proposed an effective integrated decision-making methodology by combining the Modified Delphi Method (MDM) and Pythagorean fuzzy analytic hierarchy process (PF-AHP). In this integrated methodology, PF-AHP method is utilized to obtain weights of main and sub-risk factors in order to rank these factors. In Step 5 of PF-AHP method an interval valued Pythagorean fuzzy pairwise comparison matrix is transformed into a crisp matrix and then crisp AHP is applied to obtain the normalized weights from the transformed crisp matrix. It is quite evident that the crisp AHP is used only for crisp pairwise comparison matrix. However, after a deep study, it is observed that the transformed crisp matrix, obtained on applying the steps of Ayyildiz et al. methodology, violates the reciprocal propriety of pairwise comparison matrix. Therefore, to apply crisp AHP on the transformed crisp matrix is mathematically incorrect and will lead to problematic decision-making approach. Hence, may result in a heavy loss in any value-added model such as hazardous material transportation problems. Therefore, the Ayyildiz et al. methodology is not valid in its present form and cannot be used to find the solution of such type of real-life problem. Keeping the same in mind, the focus of this discussion is to make the researchers aware about these mathematical incorrect assumptions and the necessary modification is suggested.

GIS-Based Decision Support System for Safe and Sustainable Building Construction Site in a Mountainous Region

The site selection process for a building entails evaluating a variety of factors with varying degrees of importance or percentage influence. In order to ensure that critical site selection factors are not overlooked, a methodology for calculating a building’s safe site selection must be developed. The study identified three broad aspects widely considered in site selection, namely environmental, physical, and socioeconomic criteria. To assess the safest site selection of residential building construction for sustainable urban growth, we used GIS-based multi-criteria decision-making approach that combined Fuzzy-AHP and weighted linear combination (WLC) aggregation method used to calculate the SSPZ. The final safe site suitability map was generated by aggregating all aspects such as geophysical, socio-economic and Geo-environmental thematic layers and their associated Fuzzy-AHP weights using the weighted linear combination method. The sites potential index’s mean value of 0.513 with standard deviation of 0.340, minimum and maximum GeoPhySSSI are 0.0 and 0.91, respectively, SSS index is classified into zones by histogram profile using natural breaks (jenks)” Subsequently, safe sites identified and divided into six classes namely no construction, very low suitable site low suitable site, moderate suitable site, high suitable site, and very high suitable site.“ According to the statistical analysis, 3.64% and 32.12% of the total area were under very high and high SSSZ, while 26.40% and 6.22% accounted to the moderate and low suitable potential, respectively” Our findings suggest that integrating the fuzzy collection with AHP is highly desirable in terms of alternative and decision-making effectiveness. The study reveals that the areas of high and moderate suitability are located near existing habitant area, major roads, and educational and health services; they are not located in restricted/protected areas or are vulnerable to natural hazards. The findings indicate that unsuitable and less-suitable land uses such as vegetation, protected areas, and agriculture lands cover nearly one-third area of Abha-Khamis Mushyet regions, implying that using Fuzzy-AHP and GIS techniques will significantly aid in the conservation of the environment. This would significantly mitigate adverse effects on the ecosystem and climate.

Implementation of a fuzzy decision support system for selection of hand tractor assembly suppliers

Supplier selection is a complex problem in the current Industry 4.0 era. The large number of suppliers with different performance qualities makes it difficult for the company's internal parties to choose the appropriate supplier. The suitability of quality suppliers needed to supply raw materials needed by the industry is an important matter to be resolved. In the hand tractor assembly industry, this small and medium industry is also very dependent on the availability of supply materials, and of course it also depends on the selection of the supplier itself. In this study, the object of research is the 151 hand tractor assembly manufacturing industry using 10 main criteria for selecting suppliers. Each criterion has a weight that is calculated using the Fuzzy AHP method so as to obtain alternative supplier results that are displayed in order. A supplier is a company or individual that provides the raw materials needed by the company and its competitors to produce certain goods. In this study, a decision support system for supplier selection at the company has been developed using the AHP fuzzy method. The results of this study are expected to help companies in selecting suppliers that match the predetermined criteria. In building a decision support system that provides supplier recommendations, the authors apply the AHP fuzzy method in the process. With the Supplier Selection Decision Support System Using the AHP Fuzzy Method, it can help companies in selecting suppliers. Based on the research that has been done, suggestions can be made for a Decision Support System for Supplier Selection Using the Fuzzy AHP Method so that in the future it can facilitate the use of a more dynamic system

Assessing the investment environment in container terminals: A knowledge gap model

This paper aims to evaluate the investment environment in container terminals (CTs) in one seaport from the attitudes of both terminal operators (TOs) and port companies (PCs). Evaluation criteria (ECs) regarding the investment environment in CTs are first created based on the prior literature and the CTs’ operational characteristics. A knowledge gap model based on an improved fuzzy AHP approach is then developed to assess the perceived differences on the ECs between TOs and PCs, by which the PCs managers could formulate practical policies to improve their investment environment in CTs. As an empirical study, the Taiwan International Port Corporation (TIPC) and its terminal operators in Kaohsiung port are examined to verify the research model. Results indicate that ECs with higher knowledge gap for TIPC include: Intra-port coopetition, Number of shipping carriers, and Business tax. Based on the result, theoretical and managerial implications are discussed.