基於混合多準則決策之跨境電子商務選址策略

Abstract

跨境電子商務或是國際商務能夠讓消費者在全球上消費產品與服務，該產品與服務在本國可能是尚未被提供或是過於昂貴的。這類的電子商務商業提高消費者的福祉。對於跨境電子商務經理人員來說，評估而且選擇一個跨境電子商務的地區國家來投資進行銷售是必要的。然而，很少的研究探討此相關的議題。此外跨境電子商務的海外選址之文獻更是相當有限。因此，本研究目的是定義一個架構來分析跨境電子商務之海外選址。本研究藉由使用多目標決策方法來進行推導各個準則以及權重的相互關聯。各個準則之間的影響關係藉由決策試驗評估法來推導得出。接著使用網絡分析法基於決策試驗評估法來算出準則的影響權重。並透過VIKOR得出最適合跨境電子商務的地區。接著再基於VIKOR的結果，使用基於優勢之粗糙集來導出選址準則的決策規則。而最終的決策方案依序最先為美國，接著是新加坡、中國、馬來西亞，最後則是菲律賓。

The cross-border e-commerce enables customers to shop globally, in their home countries, purchasing products and services that may be prohibitively expensive. Such e-commerce business models have improved consumers’ welfare. It is essential for cross-border e-commerce managers to evaluate and select a cross-border e-commerce site for investing in the country. Nevertheless, little or no researchers explored the topic based on the author’s very limited knowledge. Further, the research on site selection has been rather limited in the cross-border e-commerce literature. So, the research work aims to define an analytic framework for cross-border e-commerce site evaluation and selections. The study attempts to make a contribution to the cross-border electronic commerce literature by using the MCDM methods to derive the relationship between the dimensions and criterion. The influence relationships between criteria will be derived by using the Decision Making Trial and Evaluation Laboratory (DEMATEL). The DEMATEL based network process (DNP) will be used to derive the influence weights corresponding to each criteria. The most suitable cross boarder e-commerce site will be evaluated and selected by the VIKOR method. Then, DRSA will be introduced for deriving the decision rules for site selection criteria. The result of site selection are United States, Singapore, China, Malaysia and Philippine sequentially.