Literature review on buying decision

Literature review on buying decision

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Sheng-Li Si, Xiao-Yue You, Hu-Chen Liu, Ping Zhang, " DEMATEL Technique: A Systematic Review of the State-of-the-Art Literature on Methodologies and Applications ", Mathematical Problems in Engineeringvol.

Decision making trial and evaluation laboratory DEMATEL is considered as an effective method for the identification of cause-effect chain components of a complex system. It deals with evaluating interdependent relationships among factors and finding the critical ones through a visual structural model.

Over the recent decade, a large number of studies have been done on the application of DEMATEL and many different variants have been put forward in the literature.

The objective literature review on buying decision this study is to review systematically the methodologies and applications of the DEMATEL technique. We reviewed a total of papers published from to in the international journals. According to the approaches used, these publications are grouped into five categories: classical DEMATEL, fuzzy DEMATEL, grey DEMATEL, analytical network process- ANP- DEMATEL, and other DEMATEL.

All papers with respect to literature review on buying decision category are summarized and analyzed, literature review on buying decision, pointing out their implementing procedures, real applications, and crucial findings. This systematic and comprehensive review holds valuable insights for researchers and practitioners into using the DEMATEL in terms of indicating current research trends and potential directions for further research.

Decision making trial and evaluation laboratory DEMATEL technique was first developed by the Geneva Research Centre of the Battelle Memorial Institute to visualize the structure of complicated causal relationships through matrixes or digraphs [ 1 ].

As a kind of structural modeling approach, it is especially useful in analyzing the cause and effect relationships among components of a system. The DEMATEL can confirm interdependence among factors and aid in the development of a map to reflect relative relationships within them and can be used for investigating and solving complicated and intertwined problems.

This method not only converts the interdependency relationships into a cause and effect group via matrixes but also finds the critical factors of a complex structure system with the help of an impact relation diagram. Due to its advantages and capabilities, the approach of DEMATEL has received a great deal of attention in the past decade and many researchers have applied it for solving complicated system problems in various areas. In addition, the DEMATEL has been extended for better decision making under different environments since many real-world systems include imprecise and uncertain information.

However, to the best of our knowledge, no systematic review has been performed for the DEMATEL technique and its applications. Therefore, in this study, we present a comprehensive review of the state-of-the-art literature regarding the approaches to decision making based on the DEMATEL. As a result of search using the Scopus database and following a methodological decision analysis, a total of papers published in scientific journals from to were reviewed in detail.

Based on the selected articles, the main objectives of this review are as follows: to summarize the DEMATEL methods that have been used in the academic literature, to reveal the different usage and application areas of these approaches, to show the current research trends in this field of study, and to find out the potential research directions in the future.

The remaining part of this paper is structured as follows: In Section 2we introduce the research methodology used to identify and refine the literature in this study. In Section 3detailed reviews of each category of the DEMATEL studies are presented. Section 4 describes some general observations and findings based on statistical analysis results of the review.

Finally, this paper concludes in Section 5 by summarizing the results and discussing opportunities for future research. For the purpose of this literature review, we searched for articles in the Scopus database published between and The choice of this time period is based on the fact that the majority of papers on this topic were published during this period and there are only five articles recorded in the Scopus prior to Inspired by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses PRISRMA method [ 23 ], the selection of articles in this study is consisted of three stages, that is, literature search, articles eligibility, and data extraction and summarizing, literature review on buying decision.

Next, we chose the articles which had used the DEMATEL technique or its extensions to solve real-world problems, and academic papers fell under the scope of this review after title, abstract, and full-text screening. Since this study focuses on both the DEMATEL and its applications, those studies which only modify the DEMATEL technique without applying to actual settings have been eliminated for the interested readers, please refer, e. Finally, the resulting papers were reviewed thoroughly to identify the focus, method, application, and combination with other methods.

Also articles were summarized based on various criteria such as year of publication, literature review on buying decision, application areas, and citations, literature review on buying decision. Based on the DEMATEL methods adopted, the selected publications are roughly grouped into five categories: the ones using classical DEMATEL articlesthe ones using fuzzy DEMATEL 63 articlesthe ones using grey DEMATEL 12 articlesthe ones combining analytical network process ANP and DEMATEL articlesand the ones based on other DEMATEL methods 12 articles.

The classification scheme of the DEMATEL articles is shown in Figure 1. Most of the papers on ANP and DEMATEL hybridization are included in a review paper of DEMATEL approaches for criteria interaction handling with ANP by Gölcük and Baykasoğlu [ 7 ].

Therefore, in the following sections, we will not discuss the studies which apply the DEMATEL in conjunction with ANP to deal with interactions among criteria. As stated earlier, the DEMATEL technique literature review on buying decision convert the interrelations between factors into an intelligible structural model of the system and divide them into a cause group and an effect group [ 8 ]. Hence, it is an applicable and useful tool to analyze the interdependent relationships among factors in a complex system and rank them for long-term strategic decision making and indicating improvement scopes.

The formulating steps of the classical DEMATEL can be summarized as follows [ 8 — 10 ]. Step 1 generate the group direct-influence matrix. Step 2 establish the normalized direct-influence matrix. When the group direct-influence matrix is acquired, the normalized direct-influence matrix can be achieved by using All elements in the matrix are complying withand at least one such that.

Step 3 construct the total-influence matrix. Using the normalized direct-influence matrixthe total-influence matrix is then computed by summing the direct effects and all of the indirect effects by in which is literature review on buying decision as an identity matrix. Step 4 produce the influential relation map IRM.

At this step, literature review on buying decision, the vectors andrepresenting the sum of the rows and the sum of the columns from the total-influence matrixare defined by the following formulas: where is the th row sum in the matrix and displays the sum of the direct and indirect effects dispatching from factor to the other factors. Similarly, is the th column sum in the matrix and depicts the sum of direct and indirect effects that factor is receiving from the other factors, literature review on buying decision.

That is, stands for the degree of central role that the factor plays in the system. If is positive, then the factor has a literature review on buying decision influence on the other factors and can be grouped into cause group; if is negative, then the factor is being influenced by the other factors on the whole and should be grouped into effect group.

Finally, an IRM can be created by mapping the dataset of, which provides valuable insights for decision making. Table 1 summarizes all the classical DEMATEL studies based on the particular purpose of using DEMATEL, the topic of decision making, and other methods combined. According to the distinct usage of the DEMATEL method, the current classical DEMATEL researches can be classified into three types: the first type is merely clarifying the interrelationships between factors or criteria; the second type is identifying key factors based on the causal relationships and the degrees of interrelationship between them; the third type is determining criteria weights by analyzing the interrelationships and impact levels of criteria.

In Table 1we have provided an overview on the existing applications of the classical DEMATEL for solving complicated and intertwined problems in many fields, based on which we now point out some critical steps added to the original approach.

Step set a threshold value to draw the IRM. In the above, the IRM is constructed based on the information from the matrix to explain the structure relations of factors.

But, in some situations, the IRM will be too complex to show the valuable information for decision making if all the relations are considered. Therefore, a threshold value is set in many studies to filter out negligible effects. That is, only the element of matrixwhose influence level is greater than the value ofis selected and converted into an IRM. If the threshold value is too low, many factors are included and the IRM will be too complex to comprehend. In contrast, some important factors may be excluded if the threshold value is too high.

In the literature, the threshold value is usually determined by experts through discussions [ 1011 ], the results of literature review, the brainstorming technique [ 12 ], the maximum mean deentropy MMDE [ 13 ], the average of all elements in the matrix [ 14 ], or the maximum value of the diagonal elements of the matrix [ 15 ].

Step obtain the inner dependence matrix. When the total-influence matrix is produced, in [ 16literature review on buying decision, 17 ], an inner dependence matrix is acquired by normalizing the matrix so that each column sum is equal to 1.

But, in [ 18 ], the inner dependence matrix is derived based on the threshold value and only the factors whose effects in the matrix are larger than are shown in the matrix. To interpret the results easily and keep the complexity of the system manageable, Tzeng [ 19 ] established a simplified normalized total-influence matrix using a normalization method and the threshold value.

First, the normalized total-influence matrix is calculated by using 6 to force the values of the matrix within the scope of a measurement scale.

where is the highest score for measuring the degree of relative impact between factors and if the integral scale of 0 to 4 is used. Then, the simplified normalized total-influence matrix is obtained by eliminating insignificant effects in the matrix based on the threshold value. That is. Step 4- divide the IRM into four quadrants, literature review on buying decision. Once an IRM is acquired, eight of the classical DEMATEL studies classified the factors in a complicated system into four quadrants according to their locations in the diagram.

In [ 20 — 22 ], the IRM is divided into four quadrants I to IV, as displayed in Figure 2by calculating the mean of, literature review on buying decision. The factors in quadrant I are identified as core factors or intertwined givers since they have high prominence and relation; the factors in quadrant II are identified as driving factors or autonomous givers because they have low prominence but high relation. The factors in quadrant III have low prominence and relation and are relatively disconnected from the system called independent factors or autonomous receivers ; the factors in quadrant IV have high prominence but low relation called impact factors or intertwined receiverswhich are impacted by other factors and cannot be directly improved.

From Figure 2decision makers can visually detect the complex causal relationships among factors and further spotlight valuable insights for decision making. In addition, literature review on buying decision, Wu et al, literature review on buying decision. They treated the perceived benefits PB and perceived risks PR of adopting SaaS solutions as two distinct themes and developed a four-quadrant causal map, called PB-PR matrix, to facilitate decision making see Figure 3.

Step literature review on buying decision influence matrix. After visualizing the complex causal relationships among factors using the IRM, Wang et al. Step 6 calculate the importance weights for criteria. In some studies, the classical DEMATEL technique was used to compute the weights of criteria. Normally, literature review on buying decision, the criteria weights are determined based on the prominence through a normalization procedure as follows [ 2728 ]:. To correct for structural relations among criteria, Khazai et al.

Then, the overall weight of each criterion is derived by where is the importance weight of the th criterion assigned by a group of experts. In the literature, a lot of effective MCDM methods were developed for dealing with group decision making problems [ 30 — 32 ].

In this part, the DEMATEL technique is compared with some other MCDM methods to show its advantages and disadvantages. We choose the most commonly used methods in MCDM, that is, analytic hierarchical process AHPgrey relational analysis GRAtechnique for order performance by similarity to ideal solution TOPSISVIKOR Vise Literature review on buying decision Optimizacija I Kompromisno Resenjeand ELECTRE ELimination Et Choix Traduisant la REalitéto compare the procedural basis of these MCDM methods.

In the AHP, a hierarchy considers the distribution of a goal among the elements being compared and judges which element has a greater influence on that goal [ 3334 ]. The GRA is an impact evaluation model that measures the degree of similarity or difference between two sequences based on relation grade [ 35 ].

The basic principle of the TOPSIS is that the chosen alternative should have the shortest distance from the ideal solution and the farthest distance from the negative-ideal solution [ 37 ]. The ELECTRE is a prominent outranking MCDM technique, which selects the best action from a proposed set of ones based on multiattribute utility theory [ 38 ].

Compared with these MCDM methods, the DEMATEL technique has the following advantages: It effectively analyzes the mutual influences both direct and indirect effects among different factors and understands the complicated cause and effect relationships in the decision making problem.

It is able to visualize the interrelationships between factors via an IRM and enable the decision maker to clearly understand literature review on buying decision factors have mutual influences on one another. The DEMATEL can be used not only to determine the ranking of alternatives, but also to find out critical evaluation criteria and measure the weights of evaluation criteria, literature review on buying decision.

Although the AHP can be applied to rank alternatives and determine criteria weights, it assumes that the criteria are independent and fails to consider their interactions and dependencies. The ANP, an advanced version of literature review on buying decision AHP, can deal with the dependence and feedback between criteria; but as indicated in [ 39 — 41 literature review on buying decision, the assumption of equal weight for each cluster to obtain a weighted supermatrix in the ANP is not reasonable in practical situations.

On the other hand, in comparison to other MCDM methods, the possible disadvantages of the DEMATEL technique may be the following: It determines the ranking of alternatives based on interdependent relationships among them; but other criteria are not incorporated in the decision making problem. The relative weights of experts are not considered in aggregating personal judgments of experts into group assessments, literature review on buying decision.

It cannot take into account the aspiration level of alternatives as in the GRA and VIKOR methods or obtain partial ranking orders of alternatives as in the ELECTRE approach. Therefore, literature review on buying decision, the DEMATEL has been integrated with other MCDM methods to combine their desired properties in the literature.

Next, we will discuss the situations in which it is more appropriate literature review on buying decision use the DEMATEL method before some other methods.

Buyer Psychology and the Purchase Decision Process (Marketing / Communication)

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