23 The Study of support narrowing down goods on electronic commerce sites 1120256 2012 3 15
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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
1 1 1.1.................................. 1 1.2................................. 3 2 EC 4 2.1.................................. 4 2.2 EC.................................. 5 2.3........................... 7 2.4...................... 8 3 9 3.1 AHP............................. 9 3.1.1 AHP.............................. 9 3.1.2 AHP.............................. 10 3.2................................. 11 3.2.1.......................... 11 3.2.2........................... 12 3.2.3........................... 13 3.2.4........................... 15 4 16 4.1................................... 16 4.1.1............................... 16 4.1.2................................. 17 4.2...................................... 20 iii
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1.1................. 1 1.2................... 2 2.1 BtoC EC........................... 5 3.1 AHP........................ 10 3.2.............................. 11 3.3............................ 12 3.4............................ 13 3.5............................ 15 4.1................................. 18 v
3.1............................ 13 4.1................. 17 4.2........................ 19 4.3............................. 20 vi
1 1.1 1.1 1.1 2010 1 9,462 54 78.2% [1] 1
1.1 5 1.2 [1] 1.2 3 EC EC Amazon.co.jp 2011 10 26 5,250 [2] 2
1.2 1.2 2 BtoC EC 3 AHP 4 5 3
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
2.2 EC 2.1 BtoC EC 2.1 BtoC EC 2015 12 2.2 EC EC EC Web EC EC 2008 12 10 [4] Amazon.co.jp Yahoo! 2009 397 29.0% 8003 20.6% [3] [5] 5
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
2.3 2.3 EC EC EC EC EC EC 2 2 EC 7
2.4 2.4 2 2 8
3 1 3.1 AHP 1 3.1.1 AHP 1971 Thomas. L. Saaty AHP Analytic Hierarchy Process AHP 1 [8] [9] AHP 9
3.1 AHP AHP 1 1 3.1.2 AHP AHP 3.1 [9] 3.1 AHP AHP 10
3.2 1 2 1 3 3.2 3.2.1 3.2 3.2 1. 2. AHP 3. 2 4. 11
3.2 3.2.2 3.3 3.3 X Y Y = X(X 1) 2 (3.1) 3.1 12
3.2 3.1 1 3 5 7 9 2 4 6 8 3.2.3 3.4 3.4 13
3.2 (1) 1. 2. 3. 2 (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. 0.1 0.15 [9][10] C.I. = 0.032 14
3.2 3.2.4 3.5 3.5 n n 1 3 5 2n-1 1 15
4 3 4.1 2 4.1.1 3 3 [11] Amazon.co.jp [2] Yahoo! [12] 4.1 16
4.1 4.1 7 Amazon.co.jp 6 Yahoo! 6 4 4.1 EC 4.1.2 = (4.1) 4.1 17
4.1 4.1 C E H A C H 3 2 67% 4.2 18
4.1 4.2 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. 16 4.3 19
4.2 4.3 0 /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% 10 3 30.0% 4.2 EC 3 3 1 4.3 10 3 73% 10 3 30% 73% 20
4.2 3 2 1 63% 3 2 1 4 5 J 16 J 21
5 EC 1 AHP EC 73% 10 3 22
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[1] 22 2011 [2] Amazon.com,inc. Amazon.co.jp http://www.amazon.co.jp 2011/10/26 [3] 2010 2011 [4] E E 2008 [5] 2009 2010 [6] IT 2011 2011 [7] AISCEAS http://www.amviy.jp/ aisceas 2012/02/12 [8] AHP 2000 [9] AHP 2006 [10] Analytic Hierarchy Process -Capability Approach 2009 [11] http://www.rakuten.co.jp 2012/02/08 [12] Yahoo! Yahoo! http://shopping.yahoo.co.jp 2012/02/08 24