應用模糊層級分析法於網路商店服務品質評估之研究

The Application of Fuzzy Analytic Hierarchy Process on Sercvice Quality Evaluation of Online Retailers

近年來，網路購物的消費模式已逐漸被消費者接受，而消費者對網路商店服務品質的要求也日益提高。由於消費者對於服務品質的感受，會有較多個人主觀因素及模糊的概念，利用精確的數值可能無法表達消費者對網路商店服務品質的認知。然而，在文獻上，探討網路商店服務品質模糊評估模式的研究，仍然相當缺乏。因此，本研究依據網路商店服務品質相關文獻的彙整與分析，擬定網路商店服務品質的衡量準則，並結合模糊理論與層級分析法，提出一套完整的網路商店服務品質模糊評估模式。並以網路書店為例，導入模糊評估模式，經由問卷調查結果，以因素分析法，將網路書店服務品質衡量準則分為網站設計、可靠性、回應性、信任度、個人化等五個構面，藉由群體協同評估的決策方式，驗證本研究所提出的模糊評估模式具有可行性與實用性，以協助網路經營業者有效衡量網路商店服務品質，進而作為改善網路商店服務品質之參考。

With the development of the electronic commerce, consumers are starting to shop on the web. The consumers requested to the service quality of online retailers have already risen increasingly. Moreover, consumer evaluations of service quality are easy to get fuzzy result from human subjection decision. However, few studies have been published which fuzzy evaluate the service quality of online retailers. According to the related literature on service quality of online retailers, this study develops a service quality evaluation model of online retailers by combing fuzzy analytic hierarchy process (FAHP). Based on the proposed procedure of the fuzzy evaluation model, this study construct a service quality evaluation of online bookstores, which using the results of questionnaire and factor analysis to divide the service quality evaluation dimensions into website design, reliability, responsiveness, trust, and personalization. The demonstration proves the feasibility and practicality of the fuzzy evaluation procedure proposed by this study. The fuzzy evaluation model will help mangers of online retailers to realize the level of service quality, and provide an important reference for improving service quality.