Utilizing Analytic Hierarchy Process to Analyze Consumers- Purchase Evaluation Factors of Smartphones
Due to the fast development of technology, the
competition of technological products is turbulent; therefore, it is
important to understand the market trend, consumers- demand and
preferences. As the smartphones are prevalent, the main purpose of
this paper is to utilize Analytic Hierarchy Process (AHP) to analyze
consumer-s purchase evaluation factors of smartphones. Through the
AHP expert questionnaire, the smartphones- main functions are
classified as “user interface", “mobile commerce functions",
“hardware and software specifications", “entertainment functions" and
“appearance and design", five aspects to analyze the weights. Then
four evaluation criteria are evaluated under each aspect to rank the
weights. Based on an analysis of data shows that consumers consider
when purchase factors are “hardware and software specifications",
“user interface", “appearance and design", “mobile commerce
functions" and “entertainment functions" in sequence. The “hardware
and software specifications" aspect obtains the weight of 33.18%; it is
the most important factor that consumers are taken into account. In
addition, the most important evaluation criteria are central processing
unit, operating system, touch screen, and battery function in sequence.
The results of the study can be adopted as reference data for mobile
phone manufacturers in the future on the design and marketing
strategy to satisfy the voice of customer.
[1] O. Gerstheimer, and C. Lupp, "Needs versus technologyÔÇöthe challenge
to design third-generation mobile applications," Journal of Business
Research., vol. 57, no. 12, 2004, pp. 1409-1415.
[2] R. B. Woodruff, "Customer value: The next source for competitive
edge, "Journal of the Academy of Marketing Science., vol.25, no.2, 1997,
pp. 139-153.
[3] P. Mahatanankoon, H. J. Wen, and B. Lim, "Consumer-based
m-commerce: exploring consumer perception of mobile
applications, "Computer Standards & Interfaces., vol. 27, no. 4, 2005, pp.
347-357.
[4] S.H. Han, K.J. Kim, M.H. Yun, S.W. Hong, and J. Kim, "Identifying
Mobile Phone Design Features Critical to User Satisfaction, "Human
Factors and Ergonomics in Manufacturing., vol. 14, no. 1, 2004, pp.
15-29.
[5] M.C. Chuang, C.C. Chang, and S.H. Hsu, "Perceptual factors underlying
user preferences toward product form of mobile phones,"International
Journal of Industrial Ergonomics., vol. 27, 2001, pp. 247-258.
[6] S.H. Han, and S.W. Hong, "A systematic approach for coupling user
satisfaction with product design, "Ergonomics., vol.46, 2003,pp.
1441-1461.
[7] G. IsIklar, and G.B¨uy¨uk¨ozkan, "Using a multi-criteria decision making
approach to evaluate mobile phone alternatives, "Computer Standards
and Interfaces., vol. 29, no. 2, 2007, pp. 265-274.
[8] H.B.-L Duh, G. C. B. Tan, and V.H.-h. Chen, "Usability evaluation for
mobile device: a comparison of laboratory and field tests," In:
Proceedings of the 8th Conference on Human-Computer Interaction
with Mobile Devices and Services, Helsinki, Finland, 2006, pp. 181-186.
[9] M. D. Shieh, and C. C. Yang, "Classification model for product form
design using fuzzy support vector machines, "Computers & Industrial
Engineering., vol. 55,2008, pp. 150-164.
[10] Y.F. Chang, C.S. Chen, and H. Zhou, "Smart phone for mobile
commerce, "Computer Standards and Interfaces.,vol.31, 2009,pp.
740-747.
[11] F. Tetard, and M. Collan, "Lazy user theory: A dynamic model to
understand user selection of products and services, "In: Proceedings of
the 42nd annual Hawaii international conference on system
sciences.,2009,pp. 1-9.
[12] Y. Chou, C. Lee, and J. Chung, "Understanding M-commerce Payment
Systems through the Analytic Hierarchy Process," Journal of Business
Research., vol.57, 2004, pp.1423-1430.
[13] D. I. Giokas, and G. C. Pentzaropoulos, "Efficiency ranking of the OECD
member states in the area of telecommunications: A composite
AHP/DEA study," Telecommunications Policy., vol. 32, 2008,pp.
672-685.
[14] S. Nikou, and J. Mezei, "Evaluation of Mobile Services and Substantial
Adoption Factors: with Analytic Hierarchy Process
(AHP),"Telecommunications Policy, vol. 15, DOI:
10.1016/j.telpol.2012.09.007.
[15] T. L. Saaty, "Exploring the interface between hierarchies, multiple
objectives and fuzzy sets," Fuzzy Sets and Systems., vol. 1, no. 1, 1978,
pp. 57-68.
[16] T. L. Saaty, "Decision-making with the AHP: Why is the principal
eigenvector necessary. European," Journal of Operational Research., vol.
145, no. 1,2003, pp. 85-91.
[17] T. L. Saaty, "Rank from comparisons and from ratings in the analytic
hierarchy/network processes," European Journal of Operational
Research, vol. 168, no. 2, 2006, pp. 557-570.
[1] O. Gerstheimer, and C. Lupp, "Needs versus technologyÔÇöthe challenge
to design third-generation mobile applications," Journal of Business
Research., vol. 57, no. 12, 2004, pp. 1409-1415.
[2] R. B. Woodruff, "Customer value: The next source for competitive
edge, "Journal of the Academy of Marketing Science., vol.25, no.2, 1997,
pp. 139-153.
[3] P. Mahatanankoon, H. J. Wen, and B. Lim, "Consumer-based
m-commerce: exploring consumer perception of mobile
applications, "Computer Standards & Interfaces., vol. 27, no. 4, 2005, pp.
347-357.
[4] S.H. Han, K.J. Kim, M.H. Yun, S.W. Hong, and J. Kim, "Identifying
Mobile Phone Design Features Critical to User Satisfaction, "Human
Factors and Ergonomics in Manufacturing., vol. 14, no. 1, 2004, pp.
15-29.
[5] M.C. Chuang, C.C. Chang, and S.H. Hsu, "Perceptual factors underlying
user preferences toward product form of mobile phones,"International
Journal of Industrial Ergonomics., vol. 27, 2001, pp. 247-258.
[6] S.H. Han, and S.W. Hong, "A systematic approach for coupling user
satisfaction with product design, "Ergonomics., vol.46, 2003,pp.
1441-1461.
[7] G. IsIklar, and G.B¨uy¨uk¨ozkan, "Using a multi-criteria decision making
approach to evaluate mobile phone alternatives, "Computer Standards
and Interfaces., vol. 29, no. 2, 2007, pp. 265-274.
[8] H.B.-L Duh, G. C. B. Tan, and V.H.-h. Chen, "Usability evaluation for
mobile device: a comparison of laboratory and field tests," In:
Proceedings of the 8th Conference on Human-Computer Interaction
with Mobile Devices and Services, Helsinki, Finland, 2006, pp. 181-186.
[9] M. D. Shieh, and C. C. Yang, "Classification model for product form
design using fuzzy support vector machines, "Computers & Industrial
Engineering., vol. 55,2008, pp. 150-164.
[10] Y.F. Chang, C.S. Chen, and H. Zhou, "Smart phone for mobile
commerce, "Computer Standards and Interfaces.,vol.31, 2009,pp.
740-747.
[11] F. Tetard, and M. Collan, "Lazy user theory: A dynamic model to
understand user selection of products and services, "In: Proceedings of
the 42nd annual Hawaii international conference on system
sciences.,2009,pp. 1-9.
[12] Y. Chou, C. Lee, and J. Chung, "Understanding M-commerce Payment
Systems through the Analytic Hierarchy Process," Journal of Business
Research., vol.57, 2004, pp.1423-1430.
[13] D. I. Giokas, and G. C. Pentzaropoulos, "Efficiency ranking of the OECD
member states in the area of telecommunications: A composite
AHP/DEA study," Telecommunications Policy., vol. 32, 2008,pp.
672-685.
[14] S. Nikou, and J. Mezei, "Evaluation of Mobile Services and Substantial
Adoption Factors: with Analytic Hierarchy Process
(AHP),"Telecommunications Policy, vol. 15, DOI:
10.1016/j.telpol.2012.09.007.
[15] T. L. Saaty, "Exploring the interface between hierarchies, multiple
objectives and fuzzy sets," Fuzzy Sets and Systems., vol. 1, no. 1, 1978,
pp. 57-68.
[16] T. L. Saaty, "Decision-making with the AHP: Why is the principal
eigenvector necessary. European," Journal of Operational Research., vol.
145, no. 1,2003, pp. 85-91.
[17] T. L. Saaty, "Rank from comparisons and from ratings in the analytic
hierarchy/network processes," European Journal of Operational
Research, vol. 168, no. 2, 2006, pp. 557-570.
@article{"International Journal of Business, Human and Social Sciences:58143", author = "Yi-Chung Hu and Yu-Lin Liao", title = "Utilizing Analytic Hierarchy Process to Analyze Consumers- Purchase Evaluation Factors of Smartphones", abstract = "Due to the fast development of technology, the
competition of technological products is turbulent; therefore, it is
important to understand the market trend, consumers- demand and
preferences. As the smartphones are prevalent, the main purpose of
this paper is to utilize Analytic Hierarchy Process (AHP) to analyze
consumer-s purchase evaluation factors of smartphones. Through the
AHP expert questionnaire, the smartphones- main functions are
classified as “user interface", “mobile commerce functions",
“hardware and software specifications", “entertainment functions" and
“appearance and design", five aspects to analyze the weights. Then
four evaluation criteria are evaluated under each aspect to rank the
weights. Based on an analysis of data shows that consumers consider
when purchase factors are “hardware and software specifications",
“user interface", “appearance and design", “mobile commerce
functions" and “entertainment functions" in sequence. The “hardware
and software specifications" aspect obtains the weight of 33.18%; it is
the most important factor that consumers are taken into account. In
addition, the most important evaluation criteria are central processing
unit, operating system, touch screen, and battery function in sequence.
The results of the study can be adopted as reference data for mobile
phone manufacturers in the future on the design and marketing
strategy to satisfy the voice of customer.", keywords = "Analytic Hierarchy Process (AHP), evaluation criteria, purchase evaluation factors, smartphone.", volume = "7", number = "6", pages = "1693-6", }