碩士 / 國立聯合大學 / 經營管理學系碩士班 / 107 / Since 1995, there has been the first platform in the United States to operate exclusively on the Internet. It can be called Amazon, the ancestor of online shopping platform. Through the Internet behavior, the rise of e-commerce in various countries has set up an online shopping platform, which not only changes the human life style, but also updates the consumption pattern. In Taiwan, there are many users in the e-commerce platform. In the past, many scholars have done a lot of research on the use behavior of e-commerce platforms. Only a small number of e-commerce companies are research objects and most of them are qualitative. Sexual research, but lack of quantitative analysis of the influencing factors.
This study uses three quantitative analysis methods. The DEMATEL method emphasizes the interaction analysis. The DANP method discusses the weight of the factors. The VIKOR method compares the advantages and disadvantages of the ideal solution (using the case method) to analyze the importance and performance evaluation. The three-oriented quantitative analysis is more likely to be a holistic thinking and assessment, and to propose a reasonable improvement strategy.
Therefore, this research process constructs four facets (Dimension) and 16 criteria (Criteria) from literature analysis and expert interviews and expert questionnaires (Delphi method), using the DEMATEL method to study the causality between various facets and criteria. Mutual influence, and draw the causal relationship diagram for analysis, then use the DANP method to calculate the weight of each criterion, and use the VIKOR method to conduct empirical analysis of the case to explore the performance evaluation of the online shopping platform in Taiwan for reference by e-commerce operators.
In the DEMATEL analysis, based on the correlation value (ri+ci), it was found that “D3 Internet Word of Mouth” (= 4.32) has the highest impact and the total degree of influence affected, which is the most important influence facet. Conversely, “D4 Logistics” "Configuration" (= 3.83) is the facet of the lowest impact and the total degree of influence affected; according to the reason value (ri-ci), it is found that the cause of "D4 Logistics Configuration" is positive and maximum (= 0.09), indicating this structure The face is most likely to affect other facets. Conversely, the "D3 Internet Word of Mouth" reason is negative and the smallest (= -0.10) is the most easily affected facet.
In the DANP analysis, in the ranking of the Global weight value, in the facet part, it is found that the weight of "D3 Internet Word of Mouth" (= 0.2711) is the largest. Otherwise, the weight of "D4 Logistics Configuration" (= 0.2295) is the smallest, and the weight is the smallest. Sorted as "D3 Internet Word of Mouth" > "D2 Service Quality" > "D1 Interface Design" > "D4 Logistics Configuration".
In the VIKOR analysis, the smaller the median value of the gap, the smaller the part that needs to be improved, the smallest gap in the shrimp skin shopee platform (= 0.227), and the lowest performance in the comprehensive index (RK), indicating the better performance, the shrimp skin shopee platform (= 0.308) is the best solution, while the PCHMOE platform (= 0.344) is the worst and urgently needed solution.
This study found that we proposed strategic recommendations from the facet of “D2 service quality” and the worst performance (maximum gap). We will improve the "D1 interface design" inside the facet, "D4 logistics configuration", "C4 maintenance modification" and "C14 information capability" as the criteria for priority improvement. Therefore, C3 and C13 are the key impact criteria to propose strategies. It is recommended to directly improve the "D2 service quality".
| Identifer | oai:union.ndltd.org:TW/107NUUM0457011 |
| Date | January 2019 |
| Creators | KUO,SHIH-WEI, 郭士暐 |
| Contributors | HWU,TIAN-JONG, 胡天鐘 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 136 |
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