May 13, 2009 20:30 WSPC - Proceedings Trim Size: 9in x 6in iske09 1 A Mobile Decision Support System in Mobile-Commerce Activities I. J. P ´ EREZ and E. HERRERA-VIEDMA Dept. of Computer Science and Artificial Intelligence, University of Granada, 18071 - Granada, Spain. E-mail: ijperez@decsai.ugr.es, viedma@decsai.ugr.es S. ALONSO Dept. of Software Engineering, University of Granada, 18071 - Granada, Spain. E-mail: zerjioi@ugr.es F. J. CABRERIZO Dept. of Software Engineering and Computer Systems, Distance Learning University of Spain (UNED), 28040 - Madrid, Spain. E-mail: cabrerizo@issi.uned.es Web 2.0 technologies provide rich and lightweight online tools that let users contribute new data. They can associate in social networks, share ideas and information and collaborate together for many kind of reasons, obtaining a community’s ”collective intelligence”. We propose to compute this collective intelligence with a Mobile Decision Support System (MDSS) to aggregate rec- ommendations and use this collective advice to improve the customer satisfac- tion in decision making situations related with the m-commerce activities. Keywords : Group decision making, mobile commerce, decision support system, linguistic approach, web 2.0, social network. 1. Introduction In recent years, World Wide Web has achieved a rapid development on a global scope. More and more people began to use the virtual borderless continent. Anyone in the world with a communication device and Internet access can now explore, join, build, or abandon any Web community at any time. This new freedom is often attributed to the ”Web 2.0 era” of services and applications that let webizens easily share opinions and resources. Con- sequently, users can collectively contribute to a Web presence and generate massive content behind their virtual collaboration. 1 Web 2.0 represents a paradigm shift in how people use the web. Nowa-