Singh, Depeesh Kumar and Kumar, Anil and Dash, Manoj Kumar
(2016)
Using Analytic Hierarchy Process To Develop
Hierarchy Structural Model Of Consumer
Decision Making In Digital Market.
Asian Academy of Management Journal (AAMJ), 21 (1).
pp. 1-26.
ISSN 1394-2603
Abstract
In today's electronic era, e-commerce market is a very fast growing market. With the
proliferation of the internet and web applications, customers are increasingly interfacing
and interacting with web-based applications. They are shifting themselves offline to
online which is creating challenging environment for the service providers to meet them
according to their customise needs. It is, therefore, not only to find out the important but
also to prioritise the factors which influence customer to online purchasing. The main
purpose of this study is to develop a Hierarchy Structural Model (HSM) of consumer
decision making in the digital marketplace. To achieve the objective of the study, criteria
and their sub-criteria are determined through an extensive literature review and a
structured questionnaire is prepared to data from experts through a personal interview
on the scale of 1 to 9. Analytic Hierarchy Process (AHP), a multi-criteria decision
making mathematical tool has been applied for analysis of the importance of each
criteria and to develop a hierarchy of criteria for importance. As per weight estimated
through HSM modal, the criteria "information and e-service quality" is the most
important one followed by the criteria "online reputation" and "incentives and postpurchase" in online purchasing. Online service providers should focus on these essential
criteria to enhance their e-service quality, satisfaction and retention consumer and their
online reputation.
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