Choquet integral-based product satisfaction inference in consideration of subjective decision-making tendencies

As the Social Commerce market continues to expand, the number of consumers desiring to buy quality products through the Internet increases. The number of products in similar categories, however, is so large that it is difficult for a consumer to choose a product based on price and discount rates. In addition, it is difficult to recommend certain products according to the subjective tendencies of individual buyers. Thus, this study suggests a product satisfaction inference method reflecting the users preferences based on such variables as price, discount rate, number of buyers, and purchase satisfaction, which are most influential in choosing and purchasing goods. To this end, the level of product satisfaction was assessed by determining the Fuzzy Membership Function for each condition of decision-making and Fuzzy Logic-based FIS. To evaluate the level of product satisfaction in reflection of users subjective tendencies, with the disadvantages of FIS excluded, subjective decision-making tools Choquet Integral method and AHP were suggested.