23 The Study of support narrowing down goods on electronic commerce sites

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1 23 The Study of support narrowing down goods on electronic commerce sites

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3 Abstract The Study of support narrowing down goods on electronic commerce sites Masaki HASHIMURA Recently, as the information technology is spreading and users of internet are increasing, the demand of electronic commerce (EC) on the internet is increasing. But these days, there are many goods on EC sites. So it is difficult for a user to find goods which he wants on EC sites. A user narrows down to find goods which he wants. There is an existing method to narrow down. The method is that a user arranges to use an evaluation criterion such as prices, population, and so on by sort. But there is a problem that it is unable to arrange several evaluation criterions at the same time. When it is unable to arrange at the same time, there is a burden on a user to narrow down. This study suggests the method to arrange several evaluation criterions at the same time, and values the method. As a result, user can narrow down goods more easily. And the method can assign and recommend a good which fits a user s evaluation criteria. key words AHP Decision-making Electronic commerce ii

4 EC EC AHP AHP AHP iii

5 iv

6 BtoC EC AHP v

7 vi

8 , % [1] 1

9 [1] EC EC Amazon.co.jp ,250 [2] 2

10 BtoC EC 3 AHP 4 5 3

11 2 EC 2.1 EC Electronic Commerce [3] 3 BtoB Business to Business BtoC Business to Consumer CtoC Consumer to Consumer BtoC EC 2.1 4

12 2.2 EC 2.1 BtoC EC 2.1 BtoC EC EC EC EC Web EC EC [4] Amazon.co.jp Yahoo! % % [3] [5] 5

13 2.2 EC EC 1 Attention 2 Interest 3 Search Web 4 Comparison 5 Examination Web 6 Action Web 7 Share SNS Twitter AISCEAS [6] [7] 6

14 EC EC EC EC EC EC 2 2 EC 7

16 AHP AHP 1971 Thomas. L. Saaty AHP Analytic Hierarchy Process AHP 1 [8] [9] AHP 9

17 3.1 AHP AHP AHP AHP 3.1 [9] 3.1 AHP AHP 10

18 AHP

19 X Y Y = X(X 1) 2 (3.1)

21 3.2 (1) (2) C.I. Consistency Index C.I. = λ max n n 1 (3.2) λ max n n λ max = n + (w j a ij w i ) 2 /w i w j a ij n (3.3) i=1 j=i+1 A 1 A 2 A n w 1 w 2 w n a i a j a ij C.I [9][10] C.I. =

22 n n n

23 [11] Amazon.co.jp [2] Yahoo! [12]

24 Amazon.co.jp 6 Yahoo! EC = (4.1)

25 C E H A C H %

26 A 1 pt. 3 pt. 5 pt. 9 pt. B 1 pt. 5 pt. 3 pt. 9 pt. C 3 pt. 1 pt. 5 pt. 9 pt. D 3 pt. 5 pt. 1 pt. 9 pt. E 5 pt. 1 pt. 3 pt. 9 pt. F 5 pt. 3 pt. 1 pt. 9 pt. G 1 pt. 4 pt. 4 pt. 9 pt. H 4 pt. 1 pt. 4 pt. 9 pt. I 4 pt. 4 pt. 1 pt. 9 pt. J 3 pt. 3 pt. 3 pt. 9 pt. 5 pt. 3 pt. 1 pt. A 9 pt

27 /3 1/3 2/3 3/3 0% 18.7% 43.7% 37.5% 72.9% 29.2% 52.5% 17.5% 0.8% 30.0% 72.9% % 4.2 EC % % 73% 20

28 % J 16 J 21

29 5 EC 1 AHP EC 73%

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31 [1] [2] Amazon.com,inc. Amazon.co.jp /10/26 [3] [4] E E 2008 [5] [6] IT [7] AISCEAS aisceas 2012/02/12 [8] AHP 2000 [9] AHP 2006 [10] Analytic Hierarchy Process -Capability Approach 2009 [11] /02/08 [12] Yahoo! Yahoo! /02/08 24

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7,, i 23 Research of the authentication method on the two dimensional code 1145111 2012 2 13 7,, i Abstract Research of the authentication method on the two dimensional code Karita Koichiro Recently, the two