Applying Consistent Fuzzy Preference Relations to Measure User Perceived Service Quality of Information Presenting Web Portals

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 PreRa has the advantages of reducing the comparing times. It is very easy to calculate and improve the inconsistent result. The result provides a useful suggestion for researchers and portal managers. Key-Words: Technology adoption models(TAM), Information presenting, Perceived service quality, Consistent Fuzzy Preference Relations, Fuzzy PreRa.