Abstract—Business to consumers (B to C) e-commerce is welcomed by more and more consumers. Multi-attribute intelligent grey target decision model is introduced into ecommerce benefits analysis of consumers’ preference for business to consumer website. To research their purchase decision in B to C website, website design, safety payment, website information are regarded as an effect measure for benefit type objective and online price is regarded as an effect measure for cost type objective. Meanwhile, website function is regarded as an effect measure for moderate type objective. These effect measures are transferred to uniform effect measure and the matrix of synthetic effect measures can calculated by zero value in grey target. Next, in the sample of three websites which is used by consumers widely, an order is given by an interval number and one in three websites is the most welcome. B to C in e-commerce model which is made by multi-attribute intelligent grey target decision provides an important reference for enterprises or electronic emporium to optimize website as well as promote website for the increase in the number of online consumers along with improvement business performance in ecommerce.

Index Terms—Multi-attribute grey target decision, Multiobjective, Business to Consumer e-commerce, Website, Effect measure

Cite: Qing Li, "Business to Consumer E-commerce on the Basis of Multi-attribute Intelligent Grey Target Decision Model," Journal of Advances in Information Technology, Vol. 5, No. 2, pp. 45-47, May, 2014.doi:10.4304/jait.5.2.45-47