應用分析層級程序法於行動加值服務之評選

(1)

i-Mode 21~35 (AHP)

GPRS(general packet radio service) PHS(personal handy-phone

system) (3G the third generation wireless

communications) (mobile commerce)

(http://www.dgt.gov.tw, 2003) 107%

(2)

278.8 Ovum (http://www.ovum.com, 2003) 2007 710 B2C( ) NTT DoCoMo i-Mode i-Mode 63% 21~35 (http://www.imode.net.tw/join_03.asp, 2004) ( 1996) NTT DoCoMo AHP 1.

(Tsalgatidou & Pitoura 2001 Tarasewich Nickerson & Warkentin 2002 Gunasekaran & Ngai 2003)

/ (mobility/ubiquity)

(flexibility) (convenience) / (track/location) (speed) (safety)

(3)

(Clarke III 2001 Keen & Mackintosh 2001 Siau Lim & Shen 2001

Tsalgatidou & Pitoura 2001 2001 2001

2001) (2)

(Keen Mackintosh 2001 Siau Lim & Shen 2001 Tsalgatidou & Pitoura 2001)

(3)

(Siau Lim & Shen 2001 Tsalgatidou &

Pitoura 2001 2001 2001)

(Clarke III 2001 Keen & Mackintosh 2001 2001)

(4) / (GPS global positioning

system)

(Clarke III 2001 Tsalgatidou & Pitoura 2001 2001)

(5) 3

2.5 GPRS (

2001)

(6) (

PDA) (SIM subscriber identity module)

(

2001 2001)

2.

4C

(convenience) (customization) (cost effectiveness) (cast-iron security)(JP Morgan 2000)

(provide timely information) (enabled simple

transactions) (Location-Based Services)

(Forrester Research 1999)

B2C (business to consumer) B2B (business to business) B2E (business to employee) (

(4)

B2C

( ) (

)

(Muller-Veerse 1999 Ghosh & Swaminatha 2001 Kannan Chang & Whinston 2001 May 2001 Siau Lim & Shen

2001 2001 2001 2001 Herman & Neff

2002 Varshney & Vetter 2002 Coursaris Hassanein & Head 2003 2002 Coursaris Hassanein & Head 2003 2003) (2)B2B

B2B

(Muller-Veerse 1999 2001 Varshney & Vetter 2002 2002)

(2001) B2B

(3)B2E B2E

(

) (Muller-Veerse 1999 Kannan Chang & Whinston 2001

2001 2002 2001 2001 2001

2003 Varshney & Vetter 2002 2002)

(M-learning)

3. (mobile value-added service)

(2003) Mobile

Internet Mobile Internet (2003)

Anckar D’Incau(2002)

(time-critical needs and arrangements) (spontaneous needs and

(5)

decisions) (entertainment needs) (efficiency needs and ambitions) (mobility-related needs)

1.

NTT DoCoMo

3G

SIM Java Card

Miller(1956) 7

(6)

2. i-Mode 63% 21~35 (http://www.imode.net.tw/join_03.asp, 2004) 3. NTT DoCoMo (1) (2) 350

(7)

296 84.57% 32

264 75.43%

4. (AHP, Analytic hierarchy process)

Saaty(1980)

( 1989)

(planning)( Poh & Ang，1999)

(setting priorties)( Stam & Duarte，2003) (choosing a best policy alternatives)( Al-Subhi Al-Harbi，2001；Byun，2001；Tam & Tummala，2001；Lai, Wong & Cheung，2002；Ngai 2003)

(allocating resources)(Ramanathan & Ganesh ， 1995)

(determining requirements) (measuring performance)(Frei & Harker，1999) (ensuring system stability) (Fahmy，2001) 5.

(1)

(2)

(group

brainstorming) (Delphi method) (3)

Saaty(1980) (4)

(8)

AHP 1 (Equal Importance) ( ) 3 (Weak Importance) ( ) 5 (Essential Importance) ( ) 7 (Very Importance) ( ) 9 (Absolute Importance) ( ) 2 4 6 8 (Intermediate values) Saaty(1980)

(5) (pairwise comparison matrix)

n n(n-1)/2 n A (1)             = 1 1 1 1 1 1 2 1 2 12 1 12 L M O M M L L n n n n a a a a a a A (1) ij a i j

(6) (eigen vector) (maximized eigenvalue)

Saaty(1997)

(eigen value)

(eigen vector) (priority vector) Saaty(1982)

(2) NGM (normalization of the geometric mean of the rows)

(9)

∑

∏

= = = = n i n n j ij n n j ij i a a W 1 1 1 i j=1,2,…,n (2) max λ A i W W_i' (3) W_i' i W max λ (4)             =             ×             = × = n n n n n n i i W W W W W W a a a a a a W A W ' ' ' 1 1 1 1 1 1 ' 2 1 2 1 2 1 2 12 1 12 M M L M O M M L L (3)       =

∑

= n i i i W W n 1 max ' 1 λ (4) (7) Satty(1980) (C.I.,

consistency index) (C.R., consistency ratio) (A) 1 . . max − − = n n I C λ (5) C.I. C.I.=0 C.I. 0.1 C.I. 0.1 C.I. (B) . . . . . . I R I C R C = (6) C.R. 0.1

(random index, R.I.)

n 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 R.I. 0 0 0.58 0.9 1.12 1.24 1.32 1.41 1.45 1.49 1.51 1.48 1.56 1.57 1.58

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(8) (CRH, consistent ratio hierarchy)

(CIH, consistent index hierarchy) (RIH, random index

hierarchy) (7)~ (9)

∑∑

= = + = h j j i n i ijU W CIH j 1 1 , 1 (7)

∑∑

= = + = h j j i n i ijR W RIH j 1 1 , 1 (8) RIH CIH CRH = (9) j n j Wij j i 1 ,j+ i U j+1 j i Ri,j+1 j+1 j i CRH 0.1 (9)

1.00000 1.25051 1.60704 1.22041 0.30700 0.79967 1.00000 1.68701 1.26477 0.28038 0.62226 0.59276 1.00000 0.86249 0.18424 0.81939 0.79065 1.15943 1.00000 0.22838 max λ = 4.01108 CI= 0.00369 CR= 0.00410

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CI CR 0.1 1.00000 1.68583 2.61926 2.42263 2.13561 0.34417 0.10566 0.59318 1.00000 2.04701 2.07788 1.90585 0.25201 0.07737 0.38179 0.48852 1.00000 1.04997 0.99208 0.13265 0.04072 0.41277 0.48126 0.95241 1.00000 1.01710 0.13239 0.04065 0.46825 0.52470 1.00798 0.98319 1.00000 0.13877 0.04260 max λ = 5.01905 CI= 0.00476 CR= 0.00425 CI CR 0.1 1.00000 0.98941 1.20102 0.93990 0.95792 0.20066 0.05626 1.01070 1.00000 1.66111 1.17376 1.29441 0.23874 0.06694 0.83263 0.60201 1.00000 0.77319 0.70307 0.15264 0.04280 1.06394 0.85197 1.29335 1.00000 0.87298 0.19889 0.05576 1.04393 0.77256 1.42234 1.14551 1.00000 0.20908 0.05862 max λ = 5.01372 CI= 0.00343 CR= 0.00306 CI CR 0.1

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1.00000 3.46924 3.09723 2.23709 2.66042 0.41317 0.07612 0.28825 1.00000 0.79433 0.88881 0.81459 0.12556 0.02313 0.32287 1.25892 1.00000 1.21027 1.15627 0.16068 0.02960 0.44701 1.12510 0.82626 1.00000 0.96801 0.14992 0.02762 0.37588 1.22762 0.86485 1.03304 1.00000 0.15066 0.02776 max λ = 5.02170 CI= 0.00543 CR= 0.00484 CI CR 0.1 1.00000 1.48425 1.89504 1.19109 1.71326 0.27770 0.06342 0.67374 1.00000 1.14105 1.12533 1.45045 0.20489 0.04679 0.52769 0.87638 1.00000 0.93643 1.04174 0.16698 0.03813 0.83957 0.88863 1.06789 1.00000 1.24973 0.19562 0.04468 0.58368 0.68944 0.95993 0.80017 1.00000 0.15482 0.03536 max λ = 5.01741 CI= 0.00435 CR= 0.00389 CI CR 0.1 CIH = 0.00811 RIH = 2.02000 CRH = 0.00402 CRH 0.1

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1 0.10566 2 0.07737 3 0.07612 4 0.06694 5 0.06342 6 0.05862 7 0.05626 8 0.05576 9 0.04679 10 0.04468 11 0.04280 12 0.04260 13 0.04072 14 0.04065 15 0.03813 16 0.03536 17 0.02960 18 0.02776 19 0.02762 20 0.02313 FIND(2003) /

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GPRS

1. FIND (2003) http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=66 2. (2001) 49 11 http://www.moderncom.org.tw/past.asp?Page=49a1.htm 3. (1996) 7 1 49-84 4. (2003) 5. (2003) 6. (2001) B2C B2B B2E

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eBusiness 22 15-23 7. (2002) eBusiness 29 8-15 8. (2001) 10 http://www.nii.org.tw/cnt/ECNews/ColumnArticle/article_106.htm 9. (2002) ( ) 1 http://www.nii.org.tw/CNT/ECNews/ColumnArticle/article_121.htm 10. (2003) 371 12-15 11. (1989) ( ) 27 6 5-22 12. (2001) eBusiness 22 7-14 13. (2001) eBusiness 22 56-61

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