AHP를 이용한 가격비교 사이트 성공요인에 관한 연구

Abstract

In this study, I drew success factors by systematically utilizing the knowledge of an expert, so as to analyze the success factors of a web site for price comparison, then computed the degree of importance per item for success factors of a web site for price comparison by using Analytic Hierarchy Process(AHP) which is one of the statistical model used for decision of priority sequence, and then decided the priority sequence. The analysis results of importance for success factors of a web site for price comparison performed in this study are summarized as follows: In the first phase, weight results for each item showed timeliness, reliance, variety of products, convenience and service for customers in sequence. As the result of general weights of standards drawn by Expert Choice Program, an inconsistency index for all the hierarchy appeared to be 0.02. In the respect that consistency rate is smaller than 0.1 which is the general consistency standard, it can be seen that there are considerable consistency of judgment over the hierarchy. The results of the second phase are obtained by comprising lower elements for each item of the first phase and combining the weights of the first phase elements. These results in connection with the detailed factors of timeliness showed prompt update of price, providing information for dealing price, providing graph of price trends and providing standard catalogue in sequence. The results in connection with the detailed factors of reliance showed stability for products, stability of shopping mall for cooperation, system for compensation of the minimum price, security technology and stability of server in sequence. The results in connection with the detailed factors of variety of products showed the number of dealing products and number of shopping mall for cooperation in sequence. The results in connection with the detailed factors of convenience showed searching and simplicity of a web page in sequence. Further, the results in connection with the detailed factors of service for customers showed service for customers on shopping mall, service for confirmation of distribution, service for community support, providing cooperative buying, tailor-made service, additional service, continued events in sequence.