應用模糊邏輯評估影響網路購物忠誠度之因素

Applying Fuzzy Logic to Assess the Key Factors of Loyalty in E-shopping Environments

周劭岳(Shou-Yueh Chou)

指導教授 ： 陳世智

大同大學/經營設計學院/資訊經營學系所/碩士(2011年)

摘要

影響網路商店的忠誠度因素甚多且複雜，在評估的過程中，常常因評估人員主觀的感受和其因素的質化特性，無法利用明確的數值來表達其評估值，使得網路商店績效的結果通常都充滿了不確定性和模糊性，因此難以掌控網路商店的管理策略。然而，生產控管問題通常也伴隨著一些不確定性的因素。
本研究主要以DeLone & McLean (2003)資訊系統成功模式為理論基礎，利用模糊邏輯理論 (Fuzzy Logic)結合類神經網路模式 (Artificial Neural Network)來建立網路商店的經營決策系統，以系統品質 (System)、服務品質 (Service)、資訊品質 (Information)來進行網路商店忠誠度 (Loyalty)之評估工作，以了解資訊系統品質對忠誠度所產生的影響。結果顯示，對於忠誠度而言，系統品質與資訊品質的影響較為顯著，即網路商店的系統品質與資訊品質比起服務品質較能夠提昇網路商店的忠誠度。最後，提出本研究之管理意涵，並探討後續研究方向，提供網路商店管理者設計購物系統之參考。

關鍵字

電子商務 ； 模糊邏輯

並列摘要

The impact factors of the online stores’ performance are complex. In the assessment processes of loyalty, often due to feeling of subjective evaluation factors and their qualitative characteristics, cannot be used the crisp value to express the assessment of its value. That makes the results of the performance of online store are usually filled with uncertainty and ambiguity. It is difficult to control the online store’s business strategy. However, production control problems are frequently accompanied by certain and uncertain conditions. This study presents a fuzzy logic approach for decision-making of online store. This study also exposes some relationships between critical factors such as system quality, information quality, and service quality. We analyze the effect of these factors on human decision process when they are used.

並列關鍵字

Fuzzy logic ； E-commerce

參考文獻

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