APPLYING FUZZY AHP TO ANALYZE THE CRITICAL FACTORS OF ADOPTING SOLOMO SERVICES

Abstract

Social-local-mobile (SoLoMo) refers to a variety of innovative mobile app services that enable users to obtain location-based information at any time and place, as well as to interact with others in real-time. It would be important for service providers and government to understand consumers` requirement priorities for these newly developed technological services. In this study, we employed the consumption value model and fashion theory as the basis to establish the evaluation hierarchical structure. Further, we applied fuzzy AHP method to find out the critical positive and negative evaluation factors while users adopting SoLoMo services. The results indicate that privacy risk, information accuracy, location-based store information search, maintaining affection and friendship with others, and real-time direction and distance to destination are the top five critical factors. In addition, this study also finds the priority differences between users using 3/4G mobile internet access and users using Wi-Fi fixed internet.