近年來由於顧客對服務品質意識的高漲，使得航空業面臨很激烈的競爭。除了傳統行銷策略外，航空業者也運用先進的資訊科技與媒介來留住旅遊常客與吸引新顧客。不容懷疑地，網際網路是拓展行銷區域的一個有效且經濟的方法。本研究綜合了過去學者所提出的資訊品質、系統品質、服務品質以及行銷4P，全面性地考量一個網站在技術面、服務面以及行銷面上所扮演的角色，由此提出一個新穎整合的方法來建構航空業電子商務系統的評估模式。這個整合的方法首先運用「決策試驗與實驗評估法」(Decision Making Trial and Evaluation Laboratory; DEMATEL)來處理準則間相互依賴的問題，並將其間的因果關係轉換成有形的結構圖；接著，依據從DEMATEL得來的準則間之相關程度，決定採用層級分析法（Analytic Hierarchy Process; AHP）或分析網路程序法（Analytic Hierarchy Process; ANP），以求取每個準則的權重；最後，使用妥協排序法（VlseKriterijumska Optimizacija I Kompromisno Resenje; VIKOR）來排序各個航空公司之電子商務系統的優劣。VIKOR利用聚合函數來表達一個解與最理想解的距離，其排序指標是將所有準則、準則的相對重要性、以及同時平衡全體和個人滿意度等因子聚合起來。因此，整合的 DEMATEL、AHP/ANP與VIKOR方法是用來建構航空公司電子商務系統模式的一個很有效的工具。 ; The airline industry has been experiencing great competition in recent years due to the increasing of customers’awareness of service quality. In addition to conventional marketing strategies, the airline service industry employs the advanced information technology and media to retain the frequent travelers and attract new clients. The internet is undoubtedly an effective and economical way to expand their marketing territory. Incorporating the former perspectives in information quality, system quality, service quality, and 4Ps in marketing, and comprehensively considering the role of a website on technology, service and marketing constructs, this paper proposes a novel integrated method to building e-commerce system evaluation model for the airline industry. The integrated method first applies the Decision Making Trial and Evaluation Laboratory (DEMATEL) approach to deal with the interdependencies that exist between the criteria and convert the relations between cause and effect of criteria into a visual structural map. Next, the Analytic Hierarchy Process (AHP) or the Analytic Network Process (ANP) is applied to determine the relative weights of evaluation criteria according to the degree of interdependencies from DEMATEL. Finally, the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method is applied to rank e-commerce systems of various airlines. The VIKOR method introduces an aggregating function, representing the distance from the ideal solution. This ranking index is an aggregation of all criteria, the relative importance of the criteria, and a balance between total and individual satisfaction. Hence, a combined DEMATEL, AHP/ANP and VIKOR approach represents an effective tool to building e-commerce system evaluation model for the airline industry. ; 研究期間 9708 ~ 9807
