結合模糊理論、層級分析法與品質機能展開於網路購物平台賣家之探討-以APPLE筆記型電腦賣場為例

A Study combines Fuzzy Theory, AHP and QFD on the networked sellers -- An Example of notebook market of Yahoo

胡育誠(Yu-Cheng Hu)

指導教授 ： 葉丁鴻

國立中正大學/管理學院/企業管理學系/碩士(2014年)

摘要

近年來網際網路逐漸普及興盛，許多新穎的生活模式也隨之萌芽，尤其以消費型態的轉變最為顯著。過去人們只能以電話購物或親至實體店面等繁瑣手續購得所需用品；現在透過網路平台即可以簡單的幾道指令與賣家聯繫並訂購商品。本研究以APPLE筆記型電腦為研究對象，探討網路筆電賣場吸引消費者點閱或購買的因素以及其普遍具備之功能，因此本研究結合模糊理論、層級分析法與品質機能展開對賣家所獲得之顧客評價進行分析。
本研究得知以下結論：
（一）除價錢外，服務態度為主要影響買家購買意願的因素。
（二）除價錢外，交貨速度及產品品質為次要影響買家購買意願的因素。
（三）除價錢外，售後服務在影響買家購買意願的因素重要性中排序第三。
（四）除價錢外，產品包裝在影響買家購買意願的因素重要性中排序第四。
（五）除價錢外，交易信用及實體店面在影響買家購買意願的因素重要性中排列最後。

關鍵字

品質機能展開 ； 層級分析法 ； 模糊理論

並列摘要

In recent years, internets become more and more popular, and there are many newly life-style rise and develop, especially the change of consumption. In the past, people can get goods only by telephone or go to stores, which usually make people feel troublesome; But now people who want to buy goods can establish contact sellers and get things via only simple order. This research takes APPLE notebook for example, confer what factors and functions could attract consumer to stroll or buy. Therefore, this research combines fuzzy theory, AHP and QFD to analysis the data.
The result revealed that the following conclusions:
1. Except price, the attitude of service is the major factor to influence consumers.
2. Except price, the speed of delivery and the quality of things are the second factor to influence consumers.
3. Except price, the after-sale service is the third factor to influence consumers.
4. Except price, the packing of goods is the fourth factor to influence consumers.
5. Except price, the trade credit and bricks and mortar are the last factor to influence consumers.

並列關鍵字

Fuzzy ； QFD ； AHP

參考文獻

Buckley, J. J. (1985). Fuzzy hierarchical analysis, Fuzzy Set and System, 17(3), 233 – 247.

Kwong, C. K., & Bai, H. (2003). Determining the importance weights for the customer requirements in QFD using a fuzzy AHP with an extent analysis approach, IIE Transactions, 35, 619 – 626.

Laarhoven P. J. M Van & Pedrycz W. (1983). A fuzzy extension of sattys priority theory, Fuzzy Sets and System, 11, 229 – 241.

Nepal, B., Monplaisir, L., & Singh, N. (2005). Integrated fuzzy logic-based model for product modularization during concept development phase. International Journal of Production Economics, 96, 157 – 174.

Robert Csutora & James J.Buckley (2001). Fuzzy Sets and Systems. Fuzzy hierarchical analysis: the Lambda-Max method., 120(2):181-195.