The Use of Analytical Network Process (ANP) in Selecting the Non-store Sales Channels

• Main Authors: Fang-Chun Liu, 劉芳君
• Other Authors: Chi-Tung Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74497995787154583846

碩士 === 國立勤益科技大學 === 流通管理系 === 99 === ABSTRACT With respect to the increment of national income and the development of the internet technology, consumers are able to save shopping time and cost for improving purchasing efficiency through utilizing the commerce model with high diversification of marketing channels and demand of services. The business model of non-store sales channels contains online shopping, TV shopping, direct sale, mail order, catalog shopping, and telemarketing shopping. This research discussed the current trend of customer’s behaviors by taking three kind of non-store sales channels composed of online shopping, TV shopping and direct sale as evaluated objectives. Further, based on organizing the relative literatures, the Analytical Network Process (ANP) is employed to cross-analyze the surveyed questionnaire-data of experts’ opinion and scholars’ comments in order to induce the criteria, sub-criteria and the best potential candidate by applying a series of analyses in each hierarchical relation. Finally, the online shopping is the best potentially considerable purchasing commerce model of the three kinds of the non-store sales channels.