The purpose of this paper is to study a fuzzy multipurpose decision making problem, where the information about the alternatives provided by the experts can be of a diverse nature. The information can be represented by means of preference orderings, utility functions and fuzzy preference relations, and our objective is to establish general models which cover all possible representations. Firstl...

The purpose of this paper is to study a fuzzy multipurpose decision making problem, where the information about the alternatives provided by the experts can be of a diverse nature. The information can be represented by means of preference orderings, utility functions and fuzzy preference relations, and our objective is to establish a general model which cover all possible representations. First...

The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...

Complete pre-orders can be characterized in terms of the transitivity of the corresponding strict preference and indifference relations. In this paper, we investigate this characterization in a fuzzy setting. We consider two types of completeness (weak completeness and strong completeness) and decompose a fuzzy pre-order by means of an indifference generator, in particular a Frank t-norm. In th...

Consistency of preference relations is associated with the study of the transitivity property. This is clearly related to the scales used for associating preferences values to judgements, and the conditions used to represent transitivity. Both issues, the scale to use and the consistency property, have been studied in the multiplicative model as well as in the fuzzy one. However, we make note t...

The concept of an image of a fuzzy set under a fuzzy relation has proved to be a very powerful tool in fuzzy set theoretical applications. In this paper, we explain how it can be used to model linguistic expressions. For the representation of expressions, such as “at least middle-aged”, “brighter than average”, we will use fuzzy ordering relations, while resemblance relations will be suitable t...

The study adopted the method of Herrera-Viedma et al.,(2004): consistent fuzzy preference relations (Fuzzy PreRa) to apply the questionnaire which Zhilin Yang et al.(2005) developed. The result shows that the most important of the five-dimension is “Usability” and the most important of the nineteen items is “Relevant information to the customer”. Compared to the traditional AHP method, Fuzzy Pr...

Weighted aggregation of fuzzy preference relations on the set of alternatives by several criteria in decision-making problems is considered. Pairwise comparisons with respect to importance of the criteria are given in fuzzy preference relation as well. The aggregation procedure uses the composition between each two relations of the alternatives. The membership function of the newly constructed ...