Improving Mobile Commerce Adoption Using a New Hybrid Fuzzy MADM Model

As mobile commerce (m-commerce) has continued to grow via advancements in wireless and mobile technology, the issue of m-commerce has become more significant. To improve m-commerce adoption, companies should establish a perfect m-commerce environment and learn to understand consumer needs. This paper proposes an evaluation model for m-commerce that can explore and improve m-commerce adoption for uncertain information in a fuzzy environment. The model addresses the interdependence and feedback effects between criteria or dimensions, the best alternative selection and systematic improvement by adopting a new hybrid fuzzy MADM model, which uses the fuzzy DEMATEL technique to construct the fuzzy INRM and determine the fuzzy influential weights using the fuzzy DANP. It further combines the fuzzy VIKOR methods for creating the best improvement plan based on the fuzzy INRM. An empirical case for evaluating m-commerce adoption is used to verify the proposed planning model. The results reveal that the proposed planning model can help companies improve m-commerce adoption for enhancing consumer trust via integrity.