利用模糊層級分析法評選行動加值服務系統供應商

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(2006) 13(3) pp. 81-100. NTT DoCoMo ( ) GSM ( ) AHP (fuzzy AHP)

Fuzzy AHP for Selection among Mobile Value-Added Service Providers

Abstract

Following the liberalization of the mobile phones market and telecommunications industry, the mobile phones service business gets saturated by the day. The telecom operators are currently confronted with a decrease in the average revenue per user. Due to the success business model of Japan’s NTT DoCoMo, current operators perceived it to be invaluable and followed suit by offering a similar mobile value-added service. The developmental process of the mobile value-added services had unceasingly evaluated the content provided by systems service operators in order to satisfy consumers’ needs.

The purpose of this paper is to provide an analytical tool to select the best mobile value-added service firm providing the most customer satisfaction. This study takes four mobile value-added service categories (mobile communication service, mobile

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entertainment service, mobile transaction service, and mobile information service) as an object and takes six GSM telecom firms (Chunghwa Telecom, Taiwan Cellular Corp., Far Eastone Telecommunications, KG Telecom, Mobitai Communications and TransAsia Telecommunications) as a goal to design AHP (analytic hierarchy process) questionnaires. The most important criteria taken into account by the consumers while they were selecting their mobile service firms were determined by a designed AHP questionnaire. The fuzzy AHP was used to compare these mobile value-added service firms. This method is able to assist consumers to select the proper firm through the other consumers’ opinions. It also serves as a reference for telecom operators to improve the original service or provide new mobile value-added service through a large scale survey.

Keywords: Mobile Commerce, Mobile Value-Added Service, Fuzzy AHP, Group Decision Making

(http://www.dgt.gov.tw 2003)

2003 3 107%

(Kannan et al., 2001; Varshney & Vetter, 2001)

B2C( ) NTT DoCoMo i-Mode

(Nohria & Leetsma, 2001; Barnes, 2002)

(3)

( ) GSM ( ) AHP Müller-Veerse(1999) Aberdeen Group(2000)

(mobile appliance) (wireless networks) (application

and service providers) (transactions and information enablers /

transcoders) Kalakota Robinson(2001)

Keen Mackintosh (2001) Tsalgatidou Pitoura(2001) ( ) Tarasewich (2002) ( ) Gunasekaran Ngai(2003) /

(mobility/ubiquity) (flexibility) (convenience) /

(track/location) (personalization)

(1) /

( 2001;

2001; Clarke, 2001; Keen & Mackintosh, 2001; Siau et al., 2001; Tsalgatidou & Pitoura, 2001)

(2)

(Keen & Mackintosh, 2001; Siau et al., 2001; Tsalgatidou & Pitoura, 2001)

(4)

, 2001; Clarke, 2001; Keen & Mackintosh, 2001; Siau et al., 2001; Tsalgatidou & Pitoura, 2001)

(4) / (GPS global positioning system)

( 2001; Clarke, 2001; Tsalgatidou & Pitoura; 2001)

(5)

(Müller-Veerse, 1999; 2001; Clarke, 2001; Siau et al., 2001; Tsalgatidou & Pitoura; 2001)

( 2002 2003

2003) Anckar D’Incau(2002)

(time-critical needs and arrangements) (spontaneous

needs and decisions) (entertainment needs) (efficiency needs

and ambitions) (mobility-related needs)

Forrester Research(http://www.forrester.com 1999)

(provide timely information) (enabled simple

transactions) (location relevant)

JP Morgan(2000)

4C (convenience) (customization) (cost

effectiveness) (cast-iron security)

(Müller-Veerse, 1999; Varshney & Vetter, 2002; Coursaris et al., 2003)

1. (mobile communication service)

(3G)

2. (mobile entertainment service)

Durlacher Research(http://www.durlacher.com 2002)

(5)

3. (mobile transaction service)

( PDA) (SIM subscriber

identity module) ( 2001

2001)

4. (mobile information service)

1

(emome)

(catch) JAVA

(6)

(i-mode)

(mobeelife)

(Hank)

(Analytical hierarchy process; AHP) Satty(1980)

(multiple criteria decision making) (1989)

(Poh & Ang,

1999) (Stam & Duarte, 2003) (Al-Subhi Al-Harbi,

2001; Byun, 2001; Tam & Tummala, 2001; Lai et al., 2002; Ngai, 2003) (Ramanathan & Ganesh, 1995) (Frei & Harker, 1999) (Fahmy, 2001)

(7)

(2) (3) (4)

(5) (pairwise comparison matrix)

(6) (eigen vector) (maximized eigenvalue)

(7)

(8) (CRH, consistent ratio hierarchy)

(9)

Zadeh(1965)

(linguistic term)

(membership function) Bellman

Zadeh(1970)

( Chen & Hwang, 1992; Grabisch, 1995; Lahdelma et al., 2000)

1. 2.

(convex fuzzy subset) 3. (normality of a

fuzzy subset) M~ otherwise u x m m x l m u x u l m l x M x ≤ ≤ ≤ ≤      − − − − = , 0 ), /( ) ( ), /( ) ( ) ~ (

µ

, l m u

(Ruoning & Xiaoyan, 1992)

(Lasek, 1993) van Laarhoven

Pedrycz (1983)

(triangular fuzzy numbers)

(1) (2)

(3) Buckley(1985)

(8)

number)

Weck (1997)

Kuo (2002)

Tsaur (2002)

Hsieh (2004)

Chang(1996) (extent analysis method;

EAM)

(Chang, 1996) EAM (van Laarhoven & Pedrycz, 1983) (time complexity)

(Bozdag et al., 2003) Zhu (1999) Bozdag

(2003) Kahraman (2003) Kahraman (2004) Chang(1996)

(Chang, 1996) } ,..., , {x1 x2 xn X = (object set) U ={u1,u2,...,um}

(goal set) (Chang, 1996)

m , , , , 2 1 m gi gi gi M M M K _i=₁_,₂_,K_,_n ₍₁₎ ) , , 2 , 1 (j m M_gij = K m gi gi gi M M M1 , 2,K, _m _i _i

(fuzzy synthetic extent value) 1 1 1 1 − = = =

∑

∑∑

      ⊗ = m j n i m j j gi j gi i M M S (2)

(9)

∑

= = = =         = m i j m j j m j j m j j j gi l m u M 1 1 1 , , (3)

∑

= = = = =       = n i n i i n i i n i i m j j gi l m u M 1 1 1 1 1 , , (4)             =      

∑

∑∑

= = = − = = n i i n i i n i i n i m j j gi l m u M 1 1 1 1 1 1 1 , 1 , 1 (5) ) , , ( ) , , ( ₂ ₂ ₂ ₁ ₁ ₁ ₁ 2 l m u M l m u M = ≥ = (possibility)

[

min( ( ), ( ))

]

sup ) ( 2 1 1 2 M x y M V _M _M x y

µ

≥ = ≥ (6) otherwise u l m m l m u m u l d M M hgt M M V _M ₁ ₂ 1 2 1 1 2 2 2 1 2 1 1 2 , ) ( ) ( , 0 , 1 ) ( ) ( ) ( 2 ≥ ≥        − − − − = = ∩ = ≥

µ

(7) d 1 M µ µM₂ D x ( 1) 1 0 D 2 M M₁

(

M2 M1

)

V ≥ 1 l 2 l m2 u2 m1 u1 d 1 M1 M2 1 M M₂ V(M₁ ≥M₂) V(M₂ ≥M₁)

(convex fuzzy number) k

[

( ) ( ) ( )

]

) , , ,

(M M1 M2 Mk V M M1 and M M2 and and M Mk

V ≥ K = ≥ ≥ K ≥ k i M M V( i), 1,2,3, , min ≥ = K = (8) ) ( min ) ( ' Ai V Si Sk d = ≥ k =1,2,K,n;k ≠i ₍₉₎

(10)

T n A d A d A d W'=( '( ₁), '( ₂),K, '( )) ₍₁₀₎ ) , , 2 , 1 (i n Ai = K n T n A d A d A d W =( ( ₁), ( ₂),K, ( )) ₍₁₁₎ W

(Müller-Veerse, 1999; Varshney & Vetter, 2002; Coursaris et al., 2003) ( ) AHP GSM ( ) AHP 2 2 i-mode 63% 21~35 (http://www.imode.net.tw/join_03.asp 2004) 350 296 84.57% 32 264 75.43%

(11)

2 (Chang, 1996) WS

20

(perceived service quality) ( ) 3 6

(Chang, 1996) WA WB WC WD 2 (A) (B) (C) (D) (1,1,1) (1.5,2,2.5) (1.5,2,2.5) (0.67,1,1.5) (0.4,0.5,0.67) (1,1,1) (1.5,2,2.5) (0.67,1,1.5) (0.4,0.5,0.67) (0.4,0.5,0.67) (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) 2

(

)

(

0.21, 0.34, 0.55

)

7 . 13 1 , 5 . 17 1 , 5 . 22 1 5 . 7 , 6 , 67 . 4 =      ⊗ = A S

(

)

(

0.16, 0.26, 0.41

)

7 . 13 1 , 5 . 17 1 , 5 . 22 1 67 . 5 , 5 . 4 , 57 . 3 =      ⊗ = B S

(

)

(

0.11, 0.17, 0.28

)

7 . 13 1 , 5 . 17 1 , 5 . 22 1 83 . 3 , 3 , 47 . 2 =      ⊗ = C S

(

)

(

0.13, 0.23, 0.4

)

7 . 13 1 , 5 . 17 1 , 5 . 22 1 5 . 5 , 4 , 3 =      ⊗ = D S

(

S_A ≥S_B

)

=1 V

(

S_A ≥S_C

)

=1 V

(

S_A ≥S_D

)

=1 V

(

)

0.71 ) 21 . 0 34 . 0 ( ) 41 . 0 26 . 0 ( 41 . 0 21 . 0 ₌ − − − − = ≥ A B S S V

(

S_B ≥S_C

)

=1 V

(

S_B ≥S_D

)

=1 V

(

)

0.3 ) 21 . 0 34 . 0 ( ) 28 . 0 17 . 0 ( 28 . 0 21 . 0 ₌ − − − − = ≥ A C S S V

(

)

0.59 ) 16 . 0 26 . 0 ( ) 28 . 0 17 . 0 ( 28 . 0 16 . 0 ₌ − − − − = ≥ B C S S V

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(

)

0.72 ) 13 . 0 23 . 0 ( ) 28 . 0 17 . 0 ( 28 . 0 13 . 0 = − − − − = ≥ D C S S V

(

S_D ≥S_A

)

=0.63 V

(

S_D ≥S_B

)

=0.89 V

(

SD ≥SC

)

=1 V 1 ) 1 , 1 , 1 min( ) , , ( ) ( ' A =V SA ≥SB SC SD = = d 71 . 0 ) 1 , 1 , 71 . 0 min( ) , , ( ) ( ' B =V SB ≥SA SC SD = = d 3 . 0 ) 72 . 0 , 59 . 0 , 3 . 0 min( ) , , ( ) ( ' C =V SC ≥SA SB SD = = d 63 . 0 ) 1 , 89 . 0 , 63 . 0 min( ) , , ( ) ( ' D =V SD ≥SA SB SC = = d

(

)

T S W '= 1, 0.71, 0.3, 0.63

(

)

T S W = 0.38, 0.27, 0.11, 0.24 3 (a) (b) (c) (d) (e) (f) (1,1,1) (1,1,1) (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (1.5,2,2.5) (1,1,1) (1,1,1) (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (1.5,2,2.5) (1,1,1) (1,1,1) (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (1.5,2,2.5) (0.67,1,1.5) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) (1,1,1) (0.67,1,1.5) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) 2 SAa =

(

0.2, 0.27, 0.36

)

SAb =

(

0.14, 0.2, 0.28

)

(

0.13, 0.2, 0.31

)

= Ac S SAd =

(

0.11, 0.16, 0.23

)

SAe =

(

0.05, 0.08, 0.11

)

(

0.06, 0.1, 0.15

)

= Af S V

(

S_Aa ≥S_Ab

)

=1 V

(

S_Aa ≥S_Ac

)

=1 V

(

S_Aa ≥S_Ad

)

=1

(

S_Aa ≥S_Ae

)

=1 V V

(

S_Aa ≥S_Af

)

=1 V

(

S_Ab ≥S_Aa

)

=0.55 V

(

S_Ab ≥S_Ac

)

=1

(

S_Ab ≥S_Ad

)

=1 V V

(

S_Ab ≥S_Ae

)

=1 V

(

S_Ab ≥S_Af

)

=1 V

(

S_Ac ≥S_Aa

)

=0.62

(

S_Ac ≥S_Ab

)

=1 V V

(

S_Ac ≥S_Ad

)

=1 V

(

S_Ac ≥S_Ae

)

=1 V

(

S_Ac ≥S_Af

)

=1

(

SAd ≥SAa

)

=0.21 V V

(

SAd ≥SAb

)

=0.66 V

(

SAd ≥SAc

)

=0.69 V

(

SAd ≥SAe

)

=1

(

S_Ad ≥S_Af

)

=1 V V

(

S_Ae ≥S_Aa

)

=0 V

(

S_Ae ≥S_Ab

)

=0 V

(

S_Ae ≥S_Ac

)

=0

(

S_Ae ≥S_Ad

)

=0.06 V V

(

S_Ae ≥S_Af

)

=0.73 V

(

S_Af ≥S_Aa

)

=0 V

(

S_Af ≥S_Ab

)

=0.07

(

S_Af ≥S_Ac

)

=0.16 V V

(

S_Af ≥S_Ad

)

=0.41 V

(

S_Af ≥S_Ae

)

=1 3

(13)

(

)

T A W = 0.19, 0.19, 0.19, 0.16, 0.16, 0.1 4 (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (1.5,2,2.5) (2.5,3,3.5) (1.5,2,2.5) (0.67,1,1.5) (1,1,1) (1.5,2,2.5) (1.5,2,2.5) (2.5,3,3.5) (1.5,2,2.5) (0.67,1,1.5) (0.4,0.5,0.67) (1,1,1) (1.5,2,2.5) (2.5,3,3.5) (1.5,2,2.5) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.4,0.5,0.67) (1,1,1) (2.5,3,3.5) (0.67,1,1.5) (0.29,0.33,0.4) (0.29,0.33,0.4) (0.29,0.33,0.4) (0.29,0.33,0.4) (1,1,1) (1,1,1) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.67,1,1.5) (1,1,1) (1,1,1) 4 W_B =

(

0.29, 0.32, 0.27, 0.12, 0, 0

)

T 5 (1,1,1) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) (2.5,3,3.5) (1.5,2,2.5) (0.67,1,1.5) (1,1,1) (0.67,1,1.5) (1,1,1) (2.5,3,3.5) (1.5,2,2.5) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) (0.67,1,1.5) (2.5,3,3.5) (1.5,2,2.5) (1,1,1) (1,1,1) (0.67,1,1.5) (1,1,1) (1.5,2,2.5) (0.67,1,1.5) (0.29,0.33,0.4) (0.29,0.33,0.4) (0.29,0.33,0.4) (0.4,0.5,0.67) (1,1,1) (0.67,1,1.5) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) 5 WC =

(

0.25, 0.25, 0.25, 0.18, 0, 0.06

)

T 6 (1,1,1) (1,1,1) (0.67,1,1.5) (1,1,1) (3.5,4,4.5) (3.5,4,4.5) (1,1,1) (1,1,1) (0.67,1,1.5) (1,1,1) (2.5,3,3.5) (1.5,2,2.5) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) (0.67,1,1.5) (2.5,3,3.5) (1.5,2,2.5) (1,1,1) (1,1,1) (0.67,1,1.5) (1,1,1) (1.5,2,2.5) (0.67,1,1.5) (0.22,0.25,0.29) (0.29,0.33,0.4) (0.29,0.33,0.4) (0.4,0.5,0.67) (1,1,1) (0.67,1,1.5) (0.22,0.25,0.29) (0.4,0.5,0.67) (0.4,0.5,0.67) (0.67,1,1.5) (0.67,1,1.5) (1,1,1) 6 W_D =

(

0.42, 0.23, 0.26, 0.09, 0, 0

)

T

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2 6 7 7 0.38 0.27 0.11 0.24 0.19 0.29 0.25 0.42 0.28 0.19 0.32 0.25 0.23 0.24 0.19 0.27 0.25 0.26 0.24 0.16 0.12 0.18 0.09 0.13 0.16 0 0 0 0.06 0.1 0 0.06 0 0.05 7 Chang(1996)

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( ) 3G 3G 3G 1. 1996 49-84 2. 2002 -YesMobile 3. 2003 -4. 2001 B2C B2B B2E eBusiness 15-23 5. 2003 6. 2001 eBusiness 56-61

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