Appling the AHP Techniques to Electronic Commerce in a Special Attention to Fashion Website Selection

摘要

Analytic Hierarchy Process has been recognized as one of the most important multiple criteria decision making(MCDM) techniques. Recently, it has gained substantial attention as a possible solution to the decision making problems in global electronic commerce environment. This study examined the issues related to the selection and evaluation of the fashion websites in Korea. In general, Websites are evaluated in terms of the purchaser. In order to select the best one of various fashion websites, evaluation criteria is essential. AHP is a mathematical decision-modeling tool for solving MCDM problems by decomposition, determination and synthesis. It provides the categorical and simple linear weighted average criteria ranking methods. The results of this study showed that a comprehensive list of selection criteria structured in a hierarchical framework is important for making better decision in electronic commerce. Also, this study provided good insights for the design of good fashion websites.