Browse > Article
http://dx.doi.org/10.9723/jksiis.2021.26.6.081

Analysis of important decision factor for online platform use: an Analytical Hierarchy Process approach  

Lee, DonHee (인하대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.26, no.6, 2021 , pp. 81-96 More about this Journal
Abstract
This study examines the importance of factors that influence the online platform selection decision to support operational optimization strategies. For the research purpose, we first reviewed previous studies on service encounters and identified those factors that have been proven important for using online platforms. Second, this study analyzed the factors that customers perceived as important based on analytical hierarchy process (AHP) of the data we collected from 10 mobile or computer-based Internet users. The study results revealed that the important factors for the online platform selection were in the following order: product diversity (27.4%), ease of use (21.5%), brand credibility (18.1%), interactions with the service provider (17.7%), and ease of accessibility (15.3%). The study provides useful insights to online platform service providers in developing strategies for customer-focused value creation.
Keywords
Online platform; Important factors for platform selection; Customer value; Analytical Hierarchy Process (AHP);
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Novak, T., Hoffman, D. and Yung, Y. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach, Marketing Science, 19(1), 22-42.   DOI
2 Lee, H. (2004). Effect of Product Variety on Market Share, The Korean Operations Research and Management Science Society, 29(3), 101-112.
3 Kim, E., Kim, M. J., Kim, B. S., Kim, Y. H., Lee, H. L., Lee, T. J., Jung, D. Y., Cho, H. J., Choi, D. S., Ha, E. T., Han, S. H. and Hyun, Y. T.(2017). The Fourth Industrial Revolution and Renaissance of Manufacturing Industry, Seoul, Cloudline.
4 Penchansky, R. and Thomas, J. W. (1981). The Concept of access: Definition and Relationship to Consumer Satisfaction, Medical Care, 19(2), 127.   DOI
5 Saaty, T. L. (1983). Priority Setting In Complex Problem, IEEE Transactions on Engineering Management, Em-30(3), 140-155.   DOI
6 Schmenner, R. (1986). How Can Service Businesses Survive and Prosper? Sloan Management Review, 27(3), 21-32.
7 Shim, H. J. (2020). Post-Corona, Changing Domestic Service Industry Ecosystem, Institute for International Trade, Trade Brief, 5, 1-12.
8 Song, C. S. and Shin, J. C. (1999). Building Interaction on the Internet, Korean Marketing Review, 14(3), 69-95.
9 Chae, J. (2012). The Effect of Relationship Benefit on Consumer's Purchase Intention: Focusing on Mediating Role of Interaction, Journal of the Korean Home Economics Association, 50(2), 93-107.   DOI
10 Chuttur, M. Y. (2009). Overview of the Technology Acceptance Model: Origins, Developments and Future Directions, Indiana University Working Papers on Information Systems.
11 Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), 319-340.   DOI
12 DelVecchio, D. (2000). Moving Beyond Fit: The Role of Brand Portfolio Characteristics in Consumer Evaluations of Brand Reliability, Journal of Product and Brand Management, 9(7), 457-471.   DOI
13 Diebner, R., Silliman, E., Ungerman, K. and Vancauwenberghe, M. (2020). Adapting Customer Experience in the Time of Coronavirus, McKinsey & Company.
14 Digital Initiative Group, 2021. https://digitaltransformation.co.kr/author/digitalretail/(Accessed on November 5, 2021).
15 Schroer, J. and Hertel, G. (2009). Voluntary Engagement in an Open Web-Based Encyclopedia: Wikipedians and Why They Do It, Media Psychology 12(1), 96-120.   DOI
16 The Korea Economic Daily (2021). July 27, 2021. https://www.hankyung.com/economy/article/2021072988211(Accessed on November 5, 2021).
17 Voorhees, C., Fombelle, P., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R. and Walkowiak, T. (2017). Service Encounters, Experiences and the Customer Journey: Defining the Field and a Call to Expand Our Lens, Journal of Business Research, 79, 269-280.   DOI
18 Wemmerlov, U. (1990). A Taxonomy of Service Processes and Its Implications for Service Design, International Journal of Service Industry Management, 1(3), 20-40.   DOI
19 Gu, W. and Lee, J. H. (2017). A Study on the Use Intention of Smart Home APP based on IoT: Focusing on the China Market, The e-Business Studies, 18(6), 195-212.   DOI
20 Fortwengel, J. (2020). Coronavirus: Three Ways the Crisis May Permanently Change Our Lives. the Conversation. https://theconversation.com/Coronavirusvirus-three-ways-the-crisis-may-permanently-change-our-lives-133954)(Accessed on October 20, 2021).
21 Heskett, J. (1987). Lessons in the Service Sector, Harvard Business Review, 65(2), 118-126.
22 Hong, H. G. (2012). The Analysis of Success Factor and It's Weights of Supply Chain Management System, Journal of Digital Convergence, 10(3), 51-58.   DOI
23 Lee, D. (2018). Strategies for Technology-Driven Service Encounters for Patient Experience Satisfaction in Hospitals, Technological Forecasting & Social Change, 137(12), 118-127.   DOI
24 Deloitte (2020). Business Response Plans to COVID-19, March 2020.
25 Moon, J. H. (2010). Influences of Internet Shopping Mall Pattern Interaction on Satisfaction Degree and Recommendation Intention, Journal of the Korea content Association, 10(1), 239-246.   DOI
26 Wang, M. (2015). A comparative Study on Affecting Factors of Smart P hone paid/ free Application Use's continuance Intention, Master's Thesis, Chonnam National University.
27 Fowkes, J., Fross, C., Gilbert, C. and Harris, A. (2020). Virtual Health: A Look at the Next Frontier of Care Delivery, McKinsey & Company.
28 Rafaeli, S. and Ariel, Y. (2009). Assessing Interactivity in Computer-mediated Research, Oxford Handbook of Internet Psychology.
29 Choi, Y. and Kwon, H. (2019). Effects of Relationship Benefits on Trust, Flow and Customer Loyalty of Social Commerce: Focus of Self-Determination, Journal of the Korea Industrial Information Systems Research, 24(3), 39-50.   DOI
30 Yang, K., Choi, J. Chung, J. (2021). Extending the Technology Acceptance Model (TAM) to Explore Customer's Behavioral Intention to Use Self-Service Technologies (SSTs) in Chinese Budget Hotels, Global Business and Finance Review, 26(1), 79-9.   DOI
31 Lee, S. and Lee, D. (2021). Opportunities and Challenges for Contactless Healthcare Services in the Post-COVID-19 Era, Technological Forecasting & Social Change, 167, 1-10.
32 Lee, S. and Lee, D. (2020a). Lessons Learned from Battling COVID-19: The Korean Experience, International Journal of Environmental Research and Public Health, 17(20), 1-20.
33 Lee, S., Lee, S. and Lee, D. (2017). A Study on the Effect of Medical Service Encounter and Customer Experience Satisfaction on Revisit Intention, Journal of Korea Service Management Society, 18(2), 113-140.   DOI
34 Lee, Y. (2019). A Study on the Foreign Direct Purchase Satisfaction, Loyalty, and Word of Mouth in Online Shopping Malls, International Commerce and Information Review, 21(3), 3-22.
35 Lin, C., Shih, H. and Sher, P. (2007). Integrating Technology Readiness into Rechnology Acceptance: The TRAM Model, Psychology & Marketing, 24(7), 579-657.   DOI
36 Chase, R. B. and Stewart, D. M. (1994). Make Your Service Fail-Safe, Sloan Management Review, 35, 35-44.
37 Bestsennyy, O., Gilbert, G., Harris, A.. and Rost, J. (2020). Telehealth: A Quartertrillion-dollar Post-COVID-19 Reality? McKinsey & Company.
38 Bresnahan, T. and Yin, P. (2017). Adoption of New Information and Communications Technologies in The Workplace Today, Innovation Policy and the Economy, 17(1), 95-124.   DOI
39 Chase, R. and Tansik, D. (1983). The Customer Contact Model for Organization Design, Management Science, 29(9), 1037-1049.   DOI
40 Chase, R. B. and Haynes, R. (2000). Service Operations Management: A Field Guide. In Schwartz, T. and Iacobucci, D. (Eds.), Handbook of Service Marketing and Management (pp. 455-471), Los Angeles, CA: Sage Publications.
41 Cho, D. and Lee, H. (2016). Effects of Social Commerce Brand Credibility on Behavioral Intention: Focused on the Moderating Effects of Coffee Shopbrand Familiarity and Purchase Experience, Journal of Hospitality and Tourism Studies, 18(4), 282-303.
42 Choe, B. and Lee, D. (2013). A Comparative Study on the Critical Success Factors of Healthcare SCM Using the AHP Method: In-House vs. Outsourcing Operations in Healthcare Organizations, Journal of Korea Service Management Society, 14(5), 25-146.
43 Choi, B. and Oh, S. (2020). Policy Report: Consumer Sentiment and Non-face-to-face Economy in the Second Quarter of Seoul, Seoul Institute. https://www.si.re.kr/node/63603 (Accessed on October 15, 2021).
44 Lee, N. and Park, H. (2021). Key Successful Factors for Unmanned Convenience Stores in the Fourth Industrial Revolution: Case of E-Mart24 Self-Store, Journal of the Korea Industrial Information Systems Research, 26(2), 73-94.   DOI
45 Doney, P. and Cannon, J. (1997). An Examination of The Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 61(2), 35-51.   DOI
46 Froehle, C. and Roth, A. (2004). New Measurement Scales for Evaluating Perceptions of the Technology-Mediated Customer Service Experience, Journal of Operations Management, 22(1), 1-21.   DOI
47 Hoffman, C. and Kahn, B. (1998). Variety for Sale: Mass Customization or Mass Confusion? Journal of Retailing, 74(4), 491-513.   DOI
48 Bain & Company (2017). https://www.bain.com/ko/insights/dreaming-of-an-amazon-christmas/(Accessed on October 25, 2021).
49 Suh, B. M. (2008). Advancement in Mobile Service and Successful Model for Mobile Contents, Journal of the Korea Industrial Information Systems Research, 13(4), 24-34.
50 Lee, C. H. (2000). Group Decision Theory, Sejong Publishing.
51 Lee, S. and Lee, D. (2020b). 'Untact': A New Customer Service Strategy in the Digital Age, Service Business, 14(1), 1-22.   DOI
52 Lee, Y. (2009). The Purchasing Motivation on the Digital Items: about Digital Items on the Online Game, Proceedings of the 2009 Spring International Conference of the Korea IT Service Society/Korean Accounting Society, 593-596.
53 Stewart, D. (2009). Piecing Together Service Quality: A Framework for Robust Service, Production and Operations Management, 12(2), 246-265.   DOI
54 Mu, M., Chung, S. and Lee, D. (2013). A Comparative Study of Switching Intention of Smartphone Users: Korean and Chinese, Journal of the Korea Industrial Information Systems Research, 9(6), 131-150.
55 Schneider, B. and Bowen, D. (1985). Employee and Customer Perceptions of Service and Banks: Replication and Extension, Journal of Applied P sychology, 70, 423-433.   DOI
56 Shostack, L. (1987). Service Positioning through Structural Change, Journal of Marketing, 51(1), 33-43.   DOI
57 Zeithaml, V., Parasuraman, A., and Berry, L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations, London, UK: Simon and Schuster.