Using Fuzzy AHP approach to Analyze the e-customers’ preferences in the design elements of electronic books

• Main Authors: Yi-Sheng Liu, 劉奕昇
• Other Authors: Chih-Cheng Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/82934325933676061025

碩士 === 國立聯合大學 === 資訊管理學系碩士班 === 102 === With the fast growth of the Internet and the increasing development of computer applications, the e-customers will have the opportunity to access a lot of information through a variety of electronic books (e-books). Due to the slow growth rate of user and the rapid development of e-books reader technology are facing the current providers of e-books to have developed new products for attracting the e-customers. However, few studies have been discussed which the increasing product’s function is satisfied to the e-customers’ needs. Thus, how to develop the complete functions of e-books is the most important issue for the designers of e-books. It is very important for the providers of e-books to understand what the design elements (i.e., the evaluation constructs and the evaluation criteria) of the e-books lead to buy the e-books from the needs of the e-customers. Therefore, the main purpose of this study is to propose a hybrid decision evaluation model that integrates the fuzzy theory, the linguistic variables , factor analysis and fuzzy AHP to deal with evaluating the demand of the e-customers’ preferences on the design elements of e-books in the context of fuzzy environment. The research findings demonstrate that the top five criteria for the e-books design elements of e-customers were “download software”, “online bookstores”, “the support of rich media”, “the bookmark function”, and “the picture browsing”. The research results indicate that the relative importance of the evaluation criteria can be the most reference of e-customers when they will buy an e-book in the future.