Toward a Framework for Assessing Internet Channels: Analytic Network Process

• Main Authors: Chia-Yang Wong, 翁嘉陽
• Other Authors: Hung-Jen Tu
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/9tmuyg

碩士 === 靜宜大學 === 國際企業學系研究所 === 97 === The use of multiple channels is becoming the most common distribution strategy in an increasingly competitive business environment nowadays. Furthermore, the emergence of the Internet has forced a large number of firms to introduce Internet-based channels of distribution, i.e., Internet channels, into existing distribution systems to market their products. In multiple channels context, there has been a call for better performance measures to assess whether channel management is productive. Unfortunately, little academic research has addressed key criteria to apply in determining the marketing channel performance. In order to fill in the literature gap, this research attempts to adopt Analytic Network Process (ANP) to identify and compare the key performance criteria of Internet channels on the basis of Strategic Profit Model (SPM). To elaborate, the objectives of this study are listed as follows: (1) Identifying the evaluation framework for capturing the criteria of Internet channels via the Strategic Profit Model (SPM). (2) Modeling the ANP hierarchical structure to analyze the interaction and dependence among the set of the performance of Internet channels. (3) Calculating the relative weights of supermatrix in the ANP model to identify the key performance criteria. The ANP method permits more complex interrelationships among elements by replacing the hierarchy of the AHP with a network; it is more efficient to provide priorities of alternatives. Nine experts, two practitioners and seven academics are invited to participate in this study. This study found that Return on Equity and Return on Total Assets are two most important criteria, and furthermore the third importance criterion is Operational Efficiency. This research helps managers to know the key criteria of Internet channels performance evaluation, which is much helpful for them to configure their improvement plans as they may not have sufficient resources to deal with all the dimensions at the same time.