臺灣博碩士論文加值系統

隨著電子商務行業的迅速擴張和網購在越南普及，企業識別最有潛力的電子商務網站（ECW）的迫切性變得至關重要。本研究精心評估了越南七家知名ECWs，採用了雙層模糊多準則決策（MCDM）方法，以提高選擇過程的精確性。在第一層中，採用模糊層次分析法（FAHP）對子準則進行排名和分配權重，包括用戶體驗、網站設計、服務質量和安全性，其主要目標是評估它們的影響。隨後，第二層採用模糊理想解法相似性性能排序法（FTOPSIS）來根據這些準則的性能對網站的潛力進行排名和評估。
此研究的數據是通過向電子商務領域的專家進行問卷調查而收集的，特別強調四個主要標準和十二個相應的子標準。FAHP分析的結果突顯了“用戶體驗”作為影響網站設計有效性的主要因素。與此同時，FTOPSIS分析確定了“ECW-06”作為最有潛力的網站，有效地融入了設計引人入勝的網站所需的基本元素。
關鍵詞：模糊層次分析(FAHP)、模糊多準則決策(MCDM)、相似性的性能排序技術(FTOPSIS)、電子商務網站

As the e-commerce sector experiences rapid expansion and online shopping gains widespread popularity in Vietnam, the imperative for businesses to identify the most promising e-commerce websites (ECW) becomes paramount. This study meticulously assesses seven prominent ECW in Vietnam, employing a two-layer fuzzy multi-criteria decision-making (MCDM) methodology to enhance the precision of the selection process. In the first layer, the Fuzzy Analytical Hierarchy Process (FAHP) is utilized to rank and assign weights to sub-criteria, encompassing user experience, website design, service quality, and security, with the overarching objective of evaluating their impact. Subsequently, the second layer employs the Fuzzy Technique for Order Performance by Similarity to Ideal Solution (FTOPSIS) to rank and assess the potential of websites based on their performance against these criteria.
The data for this research was collected by administering questionnaires to experts in the field of e-commerce, with a specific emphasis on four primary criteria and twelve corresponding sub-criteria. The results of the FAHP analysis highlight “user experience” as the predominant factor contributing to the effectiveness of website design. Concurrently, the FTOPSIS analysis identifies "ECW-06" as the most promising website, having effectively incorporated the fundamental elements crucial for designing a compelling website.
Keywords: FAHP, MCDM, FTOPSIS, E-commerce website

ABSTRACT.................. i
摘要................................ ii
ACKNOWLEDGMENTS iii
LIST OF TABLES iv
LIST OF FIGURES v
CHAPTER 1 INTRODUCTION 1
1.1 Research background 1
1.2 Research objective 3
1.3 Research process 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 Vietnam e-commerce market 5
2.1.1 E-commerce market 5
2.1.2 Vietnam is a nation of digital natives 6
2.1.3 Marketplace Dominance 6
2.2 Criteria and Sub-criteria 12
2.2.1 User experience 12
2.2.2 Design website 13
2.2.3 Service quality 15
2.2.4 Security 15
2.3 MCDM Approaches Used in Ecommerce Evaluation Websites 18
CHAPTER 3 METHODOLOGY 22
3.1 Research development 22
3.2 Basic Model Theory 23
3.2.1 Fuzzy Set Theory 23
3.2.2 Analytic Hierarchy Process (AHP) Model 25
3.2.3 Fuzzy TOPSIS model 27
CHAPTER 4 NUMERICAL RESULTS 29
4.1 An explanation of the case study 29
4.2 Fuzzy AHP calculation results 34
4.3 Fuzzy TOPSIS calculation results 45
CHAPTER 5 CONCLUSION 48
5.1 Discussion and Suggestion 48
5.2 Research Limitation 52
References....................... 53
Appendix I......................... 58
Appendix II................... 62

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