The improvement strategy of online shopping service based on SIA-NRM approach

Chia-Li Lin

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

Nowadays, online shopping through shopping platforms is getting more popular. The new shopping styles are more diverse and provide choices that are more convenient for customers. Despite the disputes that result from the misunderstanding caused by differences between the real and virtual products, i.e., the information showed on website, number of users, and shopping platforms has increased continually, many enterprises selling through physical channels have started to sell on shopping platforms, such as online shopping. Thus, shopping through multiple-platform becomes a trend in the future. Understanding customers' attitude towards multiple-platform shopping helps shopping platform providers not only improve their service quality but also enlarge the market size. This study has revealed the major service influencers of online shopping platform by using DEMATEL (Decision-making trial and evaluation laboratory) technique. The results showed that design & service feature (DS), maintenance & transaction security (MS), and searching & recommendation service (SR) influence mainly online shopping platforms. In addition, the study used satisfaction-importance analysis (SIA) to measure the importance and service gaps between platforms and suggested that online shopping service providers can improve their strategies using NRM (network relation map). Using this research method, service providers can improve existing functions and plan further utilities for shopping platform in the next generation.

Original languageEnglish
Title of host publicationIntelligent Decision Technologies - Proceedings of the 3rd International Conference on Intelligent Decision Technologies, IDT'2011
Pages295-306
Number of pages12
DOIs
Publication statusPublished - 2011 Dec 1
Event3rd International Conference on Intelligent Decision Technologies, IDT'2011 - Piraeus, Greece
Duration: 2011 Jul 202011 Jul 22

Publication series

NameSmart Innovation, Systems and Technologies
Volume10 SIST
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

Other

Other3rd International Conference on Intelligent Decision Technologies, IDT'2011
CountryGreece
CityPiraeus
Period11-07-2011-07-22

All Science Journal Classification (ASJC) codes

  • Computer Graphics and Computer-Aided Design
  • Human-Computer Interaction
  • Software

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