Exploring mobile commerce adoption using a new hybrid fuzzy MCDM model

As mobile commerce (m-commerce) has continued to grow via the advancement in wireless and mobile technology, the issue of m-commerce has become significant. To promote mcommerce adoption, companies should establish a perfect mcommerce environment and try to understand customers' needs. This paper proposes a m-commerce evaluation model that could explore m-commerce adoption for uncertain information environment. The model can address the interdependence and feedback effects between criteria and dimensions by using a new hybrid fuzzy MCDM model, which combining the fuzzy DEMATEL technique, fuzzy DANP and fuzzy VIKOR methods. Furthermore, an empirical case of evaluating m-commerce adoption is used to verify the proposed model.