Application of AHP and K-Means Clustering for Ranking and Classifying Customer Trust in M-commerce

Managing business through mobile and wireless devices is a mobile marketing activity. Many researchers have discerned various factors that influence on trust in mobile commerce transactions. This research aims to explore and evaluate factors that affect on trust in mobile commerce websites based on customer preferences, when customers and vendors interact through a wireless network in M-commerce websites. In this study two questionnaire were designed. One structured questionnaire based on pair wise comparisons was designed for experts' judgments and other was designed, pre-tested, modified, and used to capture data on three M-commerce web sites. In first questionnaire based on experts' judgments, factors that influence on trust in M-commerce websites were grouped in three groups and each of these factors consists of several sub-factors. Using AHP, the final ranking of these sub-factors in regard to their level of importance were presented and second questionnaire was designed based on the most important of sub-factors for collecting data from customers on tree websites. After ranking factors, by using k-means clustering, customer trust in five levels was determined.

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