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首页> 外文期刊>International Journal of Services Technology and Management >Purchasing channel choice based on fuzzy TOPSIS method
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Purchasing channel choice based on fuzzy TOPSIS method

机译：基于模糊TOPSIS法的采购渠道选择

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摘要

Consumers nowadays are faced with the dilemma of choosing a purchasing channel amongst offline traditional channel, online internet channel and cross-channel. This study indicates four major factors that influence consumer's channel choices, including perceived risk, information availability, service quality experience and delivery service. A channel choice model based on the fuzzy TOPSIS method is presented. Furthermore, a case study of book retailing is provided to verify the model. Results prove the feasibility and practicality of this method and reveal that the cross-channel strategy is the optimal policy in purchasing channel design. Finally, conclusions and management implications for a channel design are presented, along with possible directions for further research.
机译：如今的消费者面临着在离线传统渠道，在线互联网渠道和跨渠道中选择购买渠道的困境。这项研究指出了影响消费者渠道选择的四个主要因素，包括感知风险，信息可用性，服务质量体验和交付服务。提出了一种基于模糊TOPSIS方法的渠道选择模型。此外，提供了书籍零售的案例研究以验证模型。结果证明了该方法的可行性和实用性，并表明跨渠道策略是采购渠道设计的最佳策略。最后，介绍了信道设计的结论和管理意义，以及进一步研究的可能方向。

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