Impact Factors Analysis of Customers Ordering Through Suppliers' Self-Constructed E-Platforms

探討顧客採用供應商自建之電子交易服務平台之考慮因素研究

10.29977/JCIIE.200909.0006

傅新彬(Hsin-Pin Fu)；張添香(Tien-Hsiang Chang)；林聖偉(Sheng-Wei Lin)；鄭秀美(Shiu-Mei Cheng)

電子交易平台 ； 採用因素分析 ； 層級分析法 ； 模糊層級分析法 ； e-platform ； impact factors analysis ； analytic hierarchy process ； fuzzy analytic hierarchy process

工業工程學刊

26卷5期（2009 / 09 / 01）

377 - 386

英文

網際網路的興起，許多企業透過電子化平台進行企業間之交易服務，藉以降低企業之交易成本與提升組織作業效率。通常由顧客要求供應商在自建或指定之交易服務平台進行交易是較容易的，因爲顧客擁有採購權力，但是由供應商要求顧客在自建或指定之交易服務平台下單，除了是賣方市場或相當誘因的交易條件外，通常顧客採用的意願不高，導致供應商要求顧客下單的電子交易服務平台之效益無法顯現。爲能更深入瞭解企業客戶採用電子交易服務平台下單時之考量因素，本研究透過相關文獻收集與專家學者之訪談，歸納出企業採用電子交易平台之考量因素，再設計成AHP (analytichierarchy process)兩兩相較之問卷方式，以國內某知名紙器廠商創新服務平台之客戶（已採用）及潛在客戶（尚未採用）兩個客戶群爲對象進行意見之收集，再應用fuzzy analytichierarchy process (fuzzy AHP)算出各因素之權重（重要性），找出兩個群體採用電子交易服務平台考量之關鍵因素，並進行兩個群體之差異分析，以提供供應商研擬提升客戶使用電子交易服務平台策略時之參考。

With the rise of the Internet, many enterprises are now undertaking transactions through various e-platforms to reduce corporate transaction costs. Generally speaking, it is easier for customers to ask suppliers to conduct transactions on assigned transaction platforms since the customers have bargaining power. However, when suppliers ask customers to order products on assigned e-platforms, customers are usually not willing to do so unless it is sellers' market or the suppliers provide enough incentives. Thus, the benefits of online transactions undertaken via suppliers' e-platforms may not always be realized. To investigate what influences the decision of customers to place their orders on e-platforms constructed by the suppliers, this study undertakes both a literature review and expert interviews to develop a factor table for adopting the suppliers' e-platform with a three-level hierarchical structure, and then designs a pair-wise comparison questionnaire in the analytic hierarchy process (AHP) format. This work collects the opinions of customers of a well-known, domestic paper company, some of whom have used its e-platform and some of whom have not used, and then calculates the weights of each factor by fuzzy AHP. Finally, this paper analyzes the degree of importance of each factor between customers, who have adopted and have not adopted the e-platform, and further provides some suggestions as references for suppliers as they develop strategies to increase customer acceptance of ordering through suppliers' self-constructed e-platforms.

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