應用模糊多準則決策於入口網站服務績效之研究

An Application of Fuzzy MCDM in Portal’s Service Performance

網際網路的蓬勃發展，使得網路使用人口不斷增加，根據資策會調查資料顯示，年輕學生族群是上網普及率最高的族群。而入口網站是網路使用者連上網的起始點，使用者將其視為通往網際網路的大門，它也是使用者尋找資訊的來源。因此在目前競爭的環境及為數眾多的入口網站中，哪些服務功能，才能滿足學生網路族群，並進而影響其使用忠誠度，成為本研究探討的重點。本研究以系統化方式來分析入口網站的服務績效，結合模糊理論及多位評估者意見，針對評估準則及各入口網站，利用語意變數分別給予權重及評比，再以最大與最小集合法進行運算及解模糊化，最後利用TOPSIS方法加以整合，求得各入口網站得分排序，進而評選出最佳入口網站，研究結果顯示利用模糊理論可提供一套系統化評選分析方法，可以反應決策的特質；另外，搜尋引擎與網站目錄、個人化服務及生活資訊等服務功能最受校園學生族群的青睞。

Because of the convenience that the Internet brings, the number of Internet users is rapidly increasing. According to a survey by Institute for Information Industry, most of the increase can be attributed to students. Portals are the gateway to the Internet and the sources of information as well. The main topic of this research is to see what services a portal can provide to satisfy the needs of young users and how the services affect users’ loyalty.A systematic approach is used to analyze the service performance of a portal. According to the fuzzy set theory and results of questionnaires from students that were collected, defined the weighting values by using the linguistic variable, and then applied the method of maximizing set and minimizing set to calculate and defuzzy the data. Finally, the TOPSIS method was used to rank these portals. The research shows that it’s possible to provide a systematic ranking method by using the fuzzy set theory to analyze and detect the important factors of a successful and useful portal site.