Year: 2016
Type: article
Abstract: INTRODUCTION: Nowadays, the web increasingly influences retail sales. An in-depth analysis of consumer decision-making in the context of e-business has become an important issue for internet vendors. However, factors affecting e-business are complicated and intertwined. CASE DESCRIPTION: To stimulate online sales, understanding key influential factors and causal relationships among the factors is important. To gain more insights into this issue, this paper introduces a hybrid method, which combines the Decision Making Trial and Evaluation Laboratory (DEMATEL) with the analytic network process, called DANP method, to find out the driving factors that influence the online business mostly. DISCUSSION AND EVALUATION: By DEMATEL approach the causal graph showed that "online service" dimension has the highest degree of direct impact on other dimensions; thus, the internet vendor is suggested to made strong efforts on service quality throughout the online shopping process. CONCLUSIONS: In addition, the study adopted DANP to measure the importance of key factors, among which "transaction security" proves to be the most important criterion. Hence, transaction security should be treated with top priority to boost the online businesses. From our study with DANP approach, the comprehensive information can be visually detected so that the decision makers can spotlight on the root causes to develop effectual actions.
Source: SpringerPlus
Authors: Hsiao-Ming Chen, Chia-Huei Wu, Sang-Bing Tsai, Jian Yu, Jiangtao Wang, Yuxiang Zheng
Institutions: National Taiwan Normal University, Minghsin University of Science and Technology, University of Electronic Science and Technology of China, Nankai University, Dalian University of Technology, University of Electronic Science and Technology of China, Zhongshan Institute, Shanghai Maritime University
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2559239233