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Evaluation of customer oriented success factors in mobile commerce using fuzzy AHP

机译：基于模糊层次分析法的移动商务客户导向成功因素评估

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Purpose: With the development of information technology, ordinary commercial activities are evolving into e-commerce. In e-commerce, users can access services from any place as long as information technology is available. Currently, e-commerce is moving toward mobile commerce that allows users to do commercial activities while they are moving. This study aims to elucidate the factors that affect success in mobile commerce, and then evaluate and rate these factors by analyzing components of commercial activity in the mobile internet environment and give an evaluation method for mobile commerce in order to help researches and managers to determine the drawbacks and opportunities.Design/methodology/approach: A consumer survey was conducted through a structured undisguised questionnaire towards meeting the objectives of the study. An online questionnaire constituted the data collection instrument, while only internet users participated in the sample. The main goal of the questionnaire is to identify the success factors or criteria and sub-criteria for mobile commerce from the viewpoint of users' perception and to assess the decision-making executives for pair-wise comparisons using the fuzzy analytic hierarchical process (FAHP).Findings: A subjective and objective integrated approach has been put forward to determine attributes weights in Fuzzy AHP problems. The study identified the success factors or criteria and sub-criteria for mobile commerce from the viewpoint of users' perception. The main attractive factors for the customer are the trust and mobility factors. In addition, content quality, system quality, use, support, personalization factors are also important.Research limitations/implications: Sampling is a major limitation in this study. Since the survey was conducted based on a sample in Bangladesh, the prudent reader may need to interpret the results of the study with caution, particularly with respect to the generalization of research findings to Bangladesh mobile commerce customers as a whole.Practical implications: The principal practical implication is to identify the success factors or criteria and sub-criteria for mobile commerce from the viewpoint of users' perception. The criteria and decision alternatives or sub-criteria that are applied in this evaluation were selected based on the feedback from the questionnaire and literature review. On the other hand, from a professional point of view, future research should make several extensions to measure users' satisfaction with mobile commerce using user satisfaction index and evaluate commercial activities in ubiquitous environment, which is a process in the transition of commerce, using the success factors and alternatives of mobile commerce.Originality/value: There are no comparative studies about evaluation of customer oriented success factors for Bangladeshi mobile commerce users. A structured analysis of such customer-oriented factors provides good insights, and will help business managers to time the launch of mobile commerce businesses. It will become a useful assessment model for predicting and evaluating market tendencies.
机译：目的：随着信息技术的发展，普通的商业活动正在演变为电子商务。在电子商务中，只要信息技术可用，用户就可以从任何地方访问服务。当前，电子商务正朝着移动商务发展，允许用户在移动时进行商业活动。本研究旨在阐明影响移动商务成功的因素，然后通过分析移动互联网环境中的商业活动组成部分来评估和评估这些因素，并提供一种用于移动商务的评估方法，以帮助研究人员和管理人员确定缺点和机遇。设计/方法/方法：消费者调查是通过结构化的，不伪装的调查表进行的，目的是为了达到研究目的。在线问卷构成了数据收集工具，而只有互联网用户参与了样本。问卷的主要目的是从用户的感知角度确定移动商务的成功因素或标准和子标准，并使用模糊层次分析法（FAHP）评估决策执行者进行成对比较。结果：提出了一种主观和客观的综合方法来确定模糊AHP问题中的属性权重。该研究从用户感知的角度确定了移动商务的成功因素或标准和子标准。对客户而言，主要的吸引力因素是信任度和流动性因素。此外，内容质量，系统质量，使用，支持，个性化因素也很重要。研究局限性/含义：采样是本研究的主要局限性。由于调查是基于孟加拉国的样本进行的，因此审慎的读者可能需要谨慎地解释研究结果，尤其是在将研究结果推广到整个孟加拉国移动商务客户方面尤其如此。实际的含义是从用户的感知角度确定移动商务的成功因素或标准和子标准。基于问卷调查和文献回顾的反馈，选择了用于本评估的标准和决策备选方案或子标准。另一方面，从专业的角度来看，未来的研究应该进行一些扩展，以使用用户满意度指数来衡量用户对移动商务的满意度，并在无处不在的环境中评估商业活动，这是在商业转型过程中，使用成功因素和移动商务的替代方案。来源/价值：尚无关于孟加拉国移动商务用户以客户为导向的成功因素评估的比较研究。对此类面向客户因素的结构化分析提供了很好的见解，并将有助于业务经理及时确定移动商务业务的启动时间。这将成为预测和评估市场趋势的有用评估模型。

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