AHP를 이용한 중국 온라인 쇼핑몰 평가

Abstract

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.