An Application of Fuzzy Analytic Hierarchy Process to Analyze Consumers' Preference in shopping Process of Internet Store

• Main Author: 楊曉貞
• Other Authors: Wen Pei
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/70628574211084235061

碩士 === 中華大學 === 經營管理研究所 === 96 === The quick growth of the Internet has led the global economy and social reforming. The traditional business model has been changed, the network shopping has become a part of our daily lives. So the fast growing of the Internet stores changes not only the way we buy goods, but also the way we receive goods. This means the customers will pay more and more attention to the logistics services of the Internet stores. In this research, we wish to explore the customers’ preferences of the logistics services of the Internet stores. Base on the related literatures of logistics service quality and fuzzy analytic hierarchy process, we construct an e-customers evaluation framework of the logistics services of the Internet stores, get the relative weights, and understand the e-customers’ preferences. We interview the customers who have many shopping experiences in Internet stores. The results show the customers’ preferences are transaction data security, safety of payment mechanism, and clear explanation of network shopping procedure. The results help the Internet stores and the logistics industry understand the customers’ needs and make better business strategies to advance the compositeness, and even bring about the win-win prospects to both Internet stores and the customers.