Using the Fuzzy AHP methodology in Online Customer’s Purchase Agent based on Marketing Mix (4P’s)

This study attempt to propose a model for purchase alternatives evaluation in Online Customer’s Purchase decision-making Process in electronic commerce environment. We describe a new application domain for intelligent autonomous Systems. We discuss the role of criteria in purchasing process and show how these agents, employing these criteria as fuzziness approach. These agents are able to continuously learn and adapt to online sites. In purchasing process, whether in traditional or online, we are facing the problem of evaluation between alternatives in decision-making process .With regarding this point that online shoppers tend to place more focus on different marketing mix elements (4p’s), in each phase of purchase, we take in to consideration these criteria as the main criterion. Moreover lack of certainty and definability of these criteria in fuzzy form caused that we use the fuzzy AHP methodology for purchase alternatives evaluation in online customer’s purchase decision-making process.