The research of online shopping evaluation based on grey linguistic multiple criteria decision making system

Online shopping is making purchasing decisions based on the evaluations from previous buyers. As there are few evaluations based on the existing evaluation criterion and no requirements on the evaluators, the evaluation result may not reflect the real situation fairly. By using gray language instead of the traditional evaluation, this paper establishes a multi-criterion decision-making model, providing the online shoppers with decision-making support. Through relevant data experiment, it is confirmed that the evaluations by grey language can be much fairer. In the future, the researchers can embed this model into the online-shopping recommendation system to facilitate the shopping retrieval.