AHP를 이용한 중국 온라인 쇼핑몰 평가

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In this paper, we compare the performances of several Chinese on-line shopping malls using decision making tools. Brain storming method and analytical hierarchy process (AHP) are used for the decision making tools.
By brain storming method, various alternatives and items for evaluation are considered and they are distributed to some Chinese students having an experience of the use of Chinese on-line shopping malls as a type of questionnaire. As a result of brain storming method and questionnaire survey, 4 alternatives (TaoBao, PaiPai, ZhuoYou, and DangDang) and 5 items (service level for customer, security, product quality, the convenience of use, and the easiness of transaction change) are selected for the alternatives and items of evaluation, respectively.
The selected alternatives and items are used to the contents of questionnaires and the questionnaires are distributed to some Chinese students. After the survey of questionnaire, the contents are analyzed by AHP. The result of pairwise comparisons among each alternative and item shows that TaoBao, one of the Chinese on-line shopping malls, has the best performance rather than the other competing alternatives.
For the future study, more various items such as the royalty of customers, marketing channels will be considered and the other methods such as ISM (Interpretive structural modeling) will be also used with brain storming and AHP in order to evaluate the performances of Chinese on-line shopping malls.
Alternative Title
Evaluation of Chinese On-Line Shopping Mall Using Analytic Hierarchical Process
Alternative Author(s)
Gao Feng
조선대학교 일반대학원
일반대학원 경영학과
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Table Of Contents

ABSTRACT ---------------------------------------------------v
제1장 서론 -------------------------------------------------01
제1절 연구의 배경 및 목적 ---------------------------------01
제2절 연구의 방법 및 내용 ---------------------------------03
제2장 중국 온라인 쇼핑몰 현황 ------------------------------06
제1절 온라인 쇼핑몰 정의 ----------------------------------06
제2절 중국 온라인 쇼핑몰 현황 -----------------------------08
제3장 AHP 도구 분석 ----------------------------------------16
제1절 AHP의 소개 ------------------------------------------16
제2절 AHP의 과정 ------------------------------------------19
제4장 AHP도구를 이용한 중국 온라인 쇼핑몰 평가--------------27
제1절 평가항목 및 평가대안 선정 ---------------------------27
제2절 평가항목 및 평가대안의 AHP 적용 ---------------------34
제3절 적용결과의 분석 -------------------------------------35
제5장 결론 -------------------------------------------------45
참고문헌 ---------------------------------------------------47
부록 -------------------------------------------------------50
조선대학교 대학원
고풍. (2009). AHP를 이용한 중국 온라인 쇼핑몰 평가.
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General Graduate School > 3. Theses(Master)
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