Online Shopping Decisions Enhancement with Fuzzy Expert System

Purpose Nowadays, due to the rapid development of the Internet and the rapid growth of web pages, many electronic websites are using product recommendation systems to guide users to the products that they need. Such systems usually provide a list of suggested items that the user may prefer. These systems are provided as a support tool to help users obtain information that best meets their needs. These systems can actually improve user decisions, resulting in increased sales and mutual customer satisfaction. The purpose of the paper is to improve user decisions in online shopping using fuzzy expert system. Methodology: The statistical population of this study consists of 30 experts in the field of e-commerce who were selected by combining two methods of deliberate sampling and snowball sampling. To analyze the status of improvement of users' decisions, a fuzzy expert system was created using input variables business reputation status, environmental factors status in e-commerce, online store features; product specifications; user/customer characteristics. Findings: The final results showed that there is no significant difference between the results of the created expert system and the mean of expert opinions. Originality/Value: In this paper, a conceptual Model to improve user decisions in online shopping using a fuzzy expert system is designed.