The data-driven decision-making model to identify the factors affecting the satisfaction of traders of online exchanges: A study ofGoogle Play and Apple Store

E-commerce is an emerging field that is used in online trading of stocks, bonds, online banking, electronic services, etc. Since the factors of growth and survival in businesses have changed, identifying the needs of customers is one of the main concerns of every organization. On the other hand, with the advancement of technology, users try to solve their need for technology through tools and software installed on mobile phones. This causes mobile applications to be more popular than websites among users. Internet technologies allow users to share their preferences and feelings with other people, which will have a significant impact on users' decisions. This research is basic in terms of audience, descriptive in terms of objective and cross-sectional in terms of time. The purpose of the research is to identify the components related to the satisfaction of traders in online exchanges by analyzing their feelings in the space of online businesses and ranking their criteria using the method of fuzzy cognitive maps. For this purpose, we used the TF-IDF method, in order to identify the effective criteria for selection of online exchanges and by using association rules and fuzzy recognition map, the causal relationships and weights between users' needs were determined. The finding show that out of the 45 extracted criteria, only 19 Criteria have a role.and by using the weight of the criteria extracted from the method of fuzzy cognitive maps, the effective criteria in the selection of online exchanges were ranked. Internet business developers can identify their strengths and weaknesses according to these features and be more successful in the competitive environment of their business.