利用模糊層級分析法評選行動加值服務系統供應商

Fuzzy AHP for Selection among Mobile Value-Added Service Providers

郭英峰(Ying-Feng Kuo) ； 陳邦誠(Pang-Cheng Chen)

《資訊管理學報》 13卷3期 (2006/07) Pp. 81-100

https://doi.org/10.6382/JIM.200607.0081

摘要

隨著行動電話市場的開放與電信自由化，行動電話服務市場日漸飽和，各大行動通信業者皆已面臨到語音用戶平均利潤貢獻度下降的情況；加上日本NTT DoCoMo開闢了成功的商業模式，引起業者紛紛效法跟進，行動加值服務因此應運而生。然而資訊科技的價值往往來自於實用性，因此在行動加值服務的發展過程中，亦須對提供之服務內容及業者服務品質不斷的進行評鑑，如此才能真正的滿足消費者之需求。
本研究之目的為提供一評選行動加值服務系統供應商之分析工具，以行動加值服務的四大服務類別（行動通訊服務、行動娛樂服務、行動交易服務及行動資訊服務）做為評選項目，以目前使用GSM系統之六家行動通信業者（中華電信、台灣大哥大、遠傳電信、和信電訊、東信電訊及泛亞電信）為評選標的，設計AHP問春針對消費者做一問春調查；並利用模糊層級分析法(fuzzy AHP)建構評價模式，得出行動加值服務四大類別之權重，再配合消費者對各行動通信業者所提供之各類別的行動加值服務加以評比，進而得出最終的評分。這不但能讓消費者在選擇行動通信業者上舉棋不定時，透過第三者的意見，客觀做一評比，進而選擇出最適合自己之行動加值服務提供者，若透過大規模的市場調查，亦可提供行動通信業者在提供行動加值服務上之策略性參考。

關鍵字

行動商務 ； 行動加值服務 ； 模糊層級分析法 ； 群體決策分析

並列摘要

Following the liberalization of the mobile phones market and telecommunications industry, the mobile phones service business gets saturated by the day. The telecom operators are currently confronted with a decrease in the average revenue per user. Due to the success business model of Japan's NTT DoCoMo, current operators perceived it to be invaluable and followed suit by offering a similar mobile value-added service. The developmental process of the mobile value-added services had unceasingly evaluated the content provided by systems service operators in order to satisfy consumers' needs.
The purpose of this paper is to provide an analytical tool to select the best mobile value-added service firm providing the most customer satisfaction. This study takes four mobile value-added service categories (mobile communication service, mobile entertainment service, mobile transaction service, and mobile information service) as an object and takes six GSM telecom firms (Chunghwa Telecom, Taiwan Cellular Corp., Far Eastone Telecommunications, KG Telecom, Mobitai Communications and TransAsia Telecommunications) as a goal to design AHP (analytic hierarchy process) questionnaires. The most important criteria taken into account by the consumers while they were selecting their mobile service firms were determined by a designed AHP questionnaire. The fuzzy AHP was used to compare these mobile value-added service firms. This method is able to assist consumers to select the proper firm through the other consumers' opinions. It also serves as a reference for telecom operators to improve the original service or provide new mobile value-added service through a large scale survey.

並列關鍵字

Mobile Commerce ； Mobile Value-Added Service ； Fuzzy AHP ； Group Decision Making

參考文獻

Mobile Electronic Commerce: The New Economy on the Move

Al-Subhi Al-Harbi, K. M.(2001).Application of the AHP in Project Management.International Journal of Project Management.19(1),19-27.

Anckar, B.,D''Incau, D.(2002).Value Creation in Mobile Commerce: Findings from a Consumer Survey.Journal of Information Technology Theory and Application.4(1),43-64.

Barnes, S. J.(2002).The Mobile Commerce Value Chain: Analysis and Future Developments.International Journal of Information Management.22(2),91-108.

Bellman, R. E.,Zadeh, L. A.(1970).Decision-Making in a Fuzzy Environment.Management Science.17(4),141-164.