A Proposed Approach to Evaluate Digital Business Model Selection for SuperApps using Interval Valued Spherical Fuzzy AHP

Yıl 2023, Cilt: 11 Sayı: 2, 73 - 86, 18.05.2023

Murat Levent Demircan

https://doi.org/10.21541/apjess.1208960

Öz

Various users have used SuperApps due to the rapid development of digital platforms. Due to their fast market entry by technical rivals and significant growth potential, SuperApps have become enterprises' preferred business method. SuperApps are the correct business, but senior managers must be careful when choosing which digital business models to employ. By classifying the digital management elements of SuperApps and comparing them to potential alternatives based on the preferences of eight digital leaders, we aimed to propose a method for choosing a suitable digital business model. Interval Valued Spherical Fuzzy Analytic Hierarchy Process (IVSF AHP) helps by giving decision-makers access to a broad range of preference domains. According to the rule, Spherical Fuzzy Sets adhere to the squared sum of the membership, non-membership, and hesitation degrees should fall within the range [0, 1]. Each element is distinct since it has an independent assignment within the same range. The IVSF AHP approach favored due to the complexity of the features of the digital business model and their transitional structure, is applied. The chosen digital business model may alter not only the managerial dynamics but also the revenue model of SuperApps depending on the sort of structural interaction of their platform network, according to the numerical application's results.

Anahtar Kelimeler

Analytic hierarchy process, multi-criteria decision making, interval-valued spherical fuzzy sets, digital business model, superapps

Kaynakça

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