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http://dx.doi.org/10.9708/jksci.2011.16.4.205

Analysis of Electronic Book User Needs through Fuzzy AHP & Conjoint Analysis  

Yoon, Su-Jin (Dept. of Management Engineering, Sangmyung University)
Jung, Ho-Sang (Dept. of Management Engineering, Sangmyung University)
Publication Information
Journal of the Korea Society of Computer and Information / v.16, no.4, 2011 , pp. 205-214 More about this Journal
Abstract
With the success of Kindle, an electronic book reader developed by Amazon.com, there has been a growing interest in both electronic books and readers in Korea. In this paper, we analyze electronic book user needs through fuzzy analytic hierarchy process (AHP) and conjoint analysis. First, we select the important factors which can affect the intention to purchase electronic book readers by applying the fuzzy AHP with the help of electronic book experts. Next, we perform conjoint analysis to reveal the detailed needs of electronic book users for each of the selected factors. Some useful implications and research limitations are also presented with future research directions.
Keywords
Electronic Book; Fuzzy AHP; Conjoint Analysis;
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Times Cited By KSCI : 5  (Citation Analysis)
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