Applying the analytic hierarchy process to the evaluation of customer-oriented success factors in mobile commerce

Abstract

Analytic hierarchy process (AHP) is a multi-criteria decision method that utilizes structured pair-wise comparisons among systems of similar alternative strategies to produce a scale of preference. This study aimed elucidate the factors that affect success in mobile commerce, and then evaluate and rate these factors by analyzing components of commercial activity in the mobile Internet environment using the AHP. In general, the decision-making model followed by a customer engaged in purchasing activity consists of some major phases, characterized by several components and involving one or more alternative actions. The customer use information from outside sources to develop a set of criteria and evaluate alternatives. Identification of these criteria and alternatives is an important consideration in preparing to launch a mobile commerce business, from the view point of a company. We surveyed the relative importance of factors and alternatives by directing a questionnaire to CEOs, business managers and students who are using auction, mobile banking, ticketing, Internet searching in mobile Internet. The results show that the main factors that influence customers are related to trust and security. A structured analysis of such customer-oriented factors provides good insights, and help business managers to time the launch of mobile commerce businesses.