標題: A new hybrid MCDM model combining DANP with VIKOR to improve e-store business
作者: Chiu, Wan-Yu
Tzeng, Gwo-Hshiung
Li, Han-Lin
科技管理研究所
資訊管理與財務金融系 註:原資管所+財金所
Institute of Management of Technology
Department of Information Management and Finance
關鍵字: e-Store business;Internet stores;Customers' needs;Marketing strategies;Multiple Criteria Decision-Making (MCDM);DEMATEL;Analytic Network Process (ANP);DEMATEL-based ANP (DANP);VIKOR
公開日期: 1-一月-2013
摘要: Many consumers today buy products and services from e-stores. Because e-store managers are responsible for allocating different resources, it is essential that they understand consumers' shopping behaviour to provide the best possible value for visitors to their websites. Therefore, the purpose of this article is to focus on assessing and improving strategies to reduce the gaps in customer satisfaction caused by interdependence and feedback problems among dimensions and criteria to achieve the aspiration level. We propose a new hybrid Multiple Attribute Decision Making (MADM) model, combining the Decision Making Trial and Evaluation Laboratory (DEMATEL), DEMATEL-based Analytic Network Process (DANP), and Vlsekriterijumsko KOmpromisno Rangiranje (VIKOR) methods to solve these problems. Then, three real cases are used to illustrate how the proposed new hybrid Multiple Criteria Decision-Making (MCDM) model improves e-store business. These results can provide e-store managers with a knowledge-based understanding of how to create marketing strategies that reduce the performance gaps of dimensions and criteria to satisfy consumers' needs and encourage customers to purchase more. Crown Copyright (C) 2012 Published by Elsevier B.V. All rights reserved.
URI: http://dx.doi.org/10.1016/j.knosys.2012.06.017
http://hdl.handle.net/11536/21110
ISSN: 0950-7051
DOI: 10.1016/j.knosys.2012.06.017
期刊: KNOWLEDGE-BASED SYSTEMS
Volume: 37
Issue: 
起始頁: 48
結束頁: 61
顯示於類別:期刊論文


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  1. 000313761800004.pdf