Key Factors of Heavy Online Shoppers' Buying Decisions： ANP Approach

• Main Authors: Shiou-Rung Dai, 戴秀蓉
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/emht7p

碩士 === 國立中正大學 === 企業管理研究所 === 102 === The development of internet makes the online shopping become a popular type of consumption. The online shopping market in Taiwan maintains stable growth, and has considerable value. Online shopping market will increasingly compete, because of cross-nation shopping, cross-strait economic exchanges and the development of 4G. According to the 80/20 rule, it’s important to understand heavy online shoppers’ buying decisions for internet businesses. According to these background, this thesis for three purposes：（1）to explore factors of heavy online shoppers’ buying decisions by reviewing literatures,（2）to establish the framework of heavy online shoppers’ buying decisions by using the Fuzzy Delphi Method,（3）to obtain relative weights of key factors and establish the weight system of heavy online shoppers’ buying decisions by using the Analytic Network Process. Due to consideration mentioned above, this research combines literatures about online shopping and suggestions of experts, adopt the FDM to select for key factors of heavy online shoppers’ buying decisions, and adoption of the ANP for every key factor weight value is established.