The Study on Behiavior of Online Group-Buying for Applyig Fuzzy Analytic Hierarchy Process

• Main Authors: Yan-Ren Chang, 張耀仁
• Other Authors: Chin-Tzong Pang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/87116765805944953985

碩士 === 元智大學 === 資訊管理學系 === 104 === The rapid developments of the internet nowadays and the convenient E-commerce have changed the world economy and people’s consumption behaviors with a subversion on conventional business model. It does not only make the public able to use a cheaper, more common and faster information communication, but also attribute to a new business MODEL-Business to Team (B2T). The B2T can effectively facilitate the scale of trade and lower the trade cost, in response to the revolutionary development of the internet, retailers have made the B2T an indispensable model for transactions. “Price” is prioritized first by most people when it comes to the competition between B2T companies and purchase criteria for cousumers in the old days. Nevertheless, as the gradual prevalence of mobile gadgets and the transparency of information over the internet, consumers can compare prices of items on their wishlist, making low price promotion no longer an advantage on competitive factors; instead, service quality by B2T sites will become the vital factor determining consumers’ purchases. The research builds a foundation with Parasuraman, Zeithaml & Berry’s SERVQUAL and Dabholkar, Thorpe & Rentz’s Retail Service Quality Scale (RSQS) based on the situation that identical B2T products are at a same price or in a acceptable price difference to consumers, converts the factors influencing shopping at physical stores to B2T criteria and perspectives, and calculates the overall weights of criteria and perspectives with fuzzy analytic aeirarchy process (FAHP) method.