Fuzzy association rules for estimating consumer behaviour models and their application to explaining trust in internet shopping
J. Casillas, F.J. Martínez-López. University of Granada
F.J. Martínez. University of Huelva
- Fuzzy Economic Review: Volume IX, Number 2. November 2004
- DOI: 10.25102/fer.2004.02.01
Complex models have been traditionally and increasingly used by both marketing academics and practitioners to represent and understand consumer behaviour. Thus, we firstly pose that models of consumer behaviour firms use to make their decisions must be close to what a real Marketing Management Support System should offer, in order…Read more...