Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Identifying and ranking factors influencing the creation of sustainable home businesses using artificial neural network and hierarchical analysis process

Document Type : The scientific research paper

Authors
soheila zarinjoy alvar 1
masumeh khalelzadeh tala tapeh 2
maryam noraee abadeh 3
1 Department of Business Management, Abadan Branch, Islamic Azad University, Abadan, Iran.
2 Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran.
3 Computer Department, Abadan Branch, Islamic Azad University, Abadan, Iran.
JABM.3.2.15564.3599654473244
Abstract
The importance of identifying and ranking the factors affecting the creation of sustainable domestic businesses, the possibility of adapting to the environment and complying with environmental laws and regulations, improving products and services based on the needs and problems of customers, increasing customer satisfaction, and creating sustainable relationships for the sustainable growth of businesses. has a home. The purpose of this research is to identify and rank effective factors for creating sustainable home businesses using ANN-AHP. The proposed method is important in two ways: first, the ability to process complex data and discover hidden patterns and more complex relationships between variables, which is much stronger than statistical methods, and second, the ability to generalize to new data, which allows data analysts. to use the trained network model for real-time prediction and analysis. The statistical population of the research is the experts and experts in the field of home businesses and university professors, 30 people were used in a targeted manner to participate in the research process. To identify effective criteria for creating home businesses, library studies and semi-structured interviews of informants were used, and a pairwise comparison questionnaire was used to rank the factors. Is. The validity of the questionnaire was obtained by the content method and its reliability was obtained by calculating the compatibility rate of the aggregation matrix. Data analysis in the quantitative section has been done with fuzzy AHP technique and using MATLAB software.The results showed that the ethics factor in business and work with a normal weight (0.290) has the most impact on creating sustainable home businesses, and the factors of valuing business and nature with a normal weight (0.281) in the second place, the perceived quality of the product with a normal weight (0.214) in the third place and the charitable actions of business and Werkbauzen Normal (0.200) are in the fourth place.
Keywords
Keywords: business
sustainability
AHP approach
ANN

Subjects

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Journal of Intelligent Marketing Management
Volume 5, Issue 3 - Serial Number 25
Summer 2024
Pages 173-199

  • Receive Date 04 March 2024
  • Revise Date 28 April 2024
  • Accept Date 12 May 2024