Using AHP to explore the selection factors of e-commerce platform at start-up –Take brand e-commerce and mall as an example

[[abstract]]隨著電子商務的普及，人們的生活方式開始在改變，網路購物成為趨勢，因此越來越多年輕人踏入電商創業的行列，想分食這塊大餅，但帶著第一桶金，懷抱創業夢想的年輕人，面對市面上五花八門，價格落差大的開店平台，往往都會因為不知所措而卻步，本研究將探討創業時電子商務平台選擇之因素並透過層級分析法(Analytic Hierarchy Process,AHP)幫創業家找出在選擇開店平台上的重要的因素。本文透過文獻回顧以及網頁資料搜尋，擬出最相關選擇平台時應注重的因素，分別包含了「平台設計」、「金物流」、「行銷」、「成本」、「後端管理」五項構面，再根據其所衍伸出共計十三項的評估準則去做專家問卷，本研究目的是找出電商創業在選擇平台上所看重的因素。總共發放6份問卷，回收5份問卷，最終達到一致性標準的問卷有4份，研究結果發現，2家平台皆有2位支持者，以拓展通路增加收入為主的創業家較看重流量，最終選擇PChome商店街，以創品牌為主的創業家較看重顧客忠誠度，最終選擇Shopline。[[abstract]]The popularity of e-commerce, online shopping has become a trend, more young people began e-commerce start-up, in the face of many choices on the market e-commerce platform, they don’t know how to choose, this study will explore the factors of e-commerce platform selection at the time of entrepreneurship and through Analytic Hierarchy Process help entrepreneurs to find out the important factors in the choice of shop platform.Through literature review and web search, this paper draws up the most relevant selection platform should pay attention to the factors, respectively, including "platform design", "golden logistics", "marketing", "cost", "back-end management" five components, and then according to it’s development of a total of thirteen evaluation criteria to do expert questionnaires, the purpose of this study is to find out the e-commerce entrepreneurship in the selection platform value the factors. A total of 6 questionnaires were distributed, 5 questionnaires were collected, and 4 questionnaires were eventually reached the consistency criteria, the results of which found that both platforms had 2 supporters, to expand access to increase revenue-based entrepreneurs more emphasis on traffic, and finally choose PChome Store, brand-based entrepreneurs more value customer loyalty, and finally choose Shopline