Modeling Human Perceptions in e-Commerce Applications: A Case Study on Business-to-Consumers Websites in the Textile and Fashion Sector

This paper deals with modeling e-service quality. It combines Marketing methods (qualitative and quantitative methods) and Computational Theory of Perceptions (Fuzzy Logic). We apply interpretable fuzzy modeling to human perceptions collected through fuzzy rating scale-based questionnaires. The proposal is validated with a case study regarding Business-to-Consumers websites in the textile and fashion sector. The outcome is a fuzzy model easy to understand by humans no matter their proficiency regarding neither Fuzzy Logic nor Marketing. This model is embedded in the core of a virtual assessor which predicts consumers’ desires, expectations and needs; thus saving cost in future market studies.

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