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    政大機構典藏 > 商學院 > 資訊管理學系 > 會議論文 >  Item 140.119/75796
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/75796

    Title: A three-stage decision model integrating FAHP, MDS and association rules for targeting smartphone customers
    Authors: Lin, Shiang-Lin;Yang, Heng-Li
    Contributors: 資管系
    Keywords: Analytic hierarchy process;Association rules;Decision making;Hardware;Intelligent systems;Signal encoding;Smartphones;Decision making models;Decision objectives;Evaluation criteria;Fuzzy analytic hierarchy process;Hardware efficiency;Integrated decision;Multi-criteria decision making;Multi-dimensional scaling;Sales
    Date: 2014-06
    Issue Date: 2015-06-15 16:08:29 (UTC+8)
    Abstract: Human living consists of a series of decision making that involves a lot of decision objectives and factors. Decision makers would be concerned with the best selection among different alternatives. In this study, we propose a three-stage decision making model combining with Fuzzy Analytic Hierarchy Process (FAHP), Multidimensional Scaling (MDS) and Association Rules (AR). The proposed model enables decision makers to find out the importance of each decision criterion and select the optimal alternative for solving decision problems. We applied the proposed model to understand the consumer's evaluation factors in their smartphone purchasing. In stage I, the FAHP analysis results indicate the decision criteria as follows. When customers intend to buy a smartphone, the order of importance of their decision criteria is as follows: display size, thickness, and hardware efficiency. Further, in stage II, several interesting AR analysis rules reveal that consumers of high self-glory would consider the hardware efficiency and the pixel of lens of the product when they purchase a smartphone. Finally, through the perceptual map of MDS in stage III, we can classify consumers into four groups, namely, "students", "IT professionals", "house brokers and bankers & insurers", and "teachers and healthcare workers". Customers in the same group have similar evaluation criteria in their smartphone purchasing. The integrated decision model proposed in this study can help the suppliers in making right marketing strategies for different consumer groups, and can also be applied in various fields for decision marking in the future. © 2014 Springer International Publishing Switzerland.
    Relation: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Volume 8482 LNAI, Issue PART 2, 2014, Pages 12-21, 27th International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems, IEA/AIE 2014; Kaohsiung; Taiwan; 3 June 2014 到 6 June 2014; 代碼 107164
    Data Type: conference
    DOI 連結: http://dx.doi.org/10.1007/978-3-319-07467-2-2
    DOI: 10.1007/978-3-319-07467-2-2
    Appears in Collections:[資訊管理學系] 會議論文

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