Employing ANP Approach to Evaluate the Economic Value Added of Innovative Interface Technologies in a Dynamic Cyber Epoch

Abstract

Entering in the high-tech digital century, e-business enterprises need to take the most cogent operational maneuvers in confronting greater challenges in a booming cyber commerce era. In today's e-business environment, customers' (users') satisfaction and market demands unpredictably change with each passing day. In order to confront in a lower-profit and high customer-service cyber commerce environment, it is important to know how to break through the current low-profit IT industrial situation, maintain the enterprises' owned advantage and continuously, and make a bottom-line under a dynamically cyber epoch. In this research, nineteen sub-criteria were categorized into five criteria (integrated web 3.0 technology, convenient transaction interacted technology, comprehensive and professional information technology, safe and diversified media technology, and social and affiliated community technology) through the measurement of factor analysis from three primary analytical perspectives (B2B, B2C and C2C). It also identified the most potential business website from the three kinds of commercial websites (portals, cyber commerce and social community) through the application of the Analytical Network Process (ANP) approach. Hence, in particularly, the analytical hierarchical relations are definitely expressed in four levels among each characteristic of the economic value added of the innovative interface technology (EVA-IIT), criterion and sub-criteria, and the potential candidates (business websites). As a result in this research, the social community website has been the best potential cyber commerce website with the new interface technology of interaction voice response (IVR) of integrated web3.0 technology though utilizing the measurement of factor analysis and ANP approach by evaluating the five main assessable criteria covered key-points of evaluating the economic added value of the innovative interface technology (EVA-IIT). Further, the major finding of this research is that most of modern e-business customers (users) have commenced to prefer the cyber business website (social community website) with the providing the complete-transaction-information and offering comprehensive-interactive-discussion-interface functions. It demonstrates that not only the ”transaction-control right” in the e-business transaction processes has shifted from buyers to purchasers, but also, further, the purchasers have transferred from the traditionally and passively informed role to the modernly and actively controlled role. The cyber business IT industry has become the ”buyer-control market”. Finally, the evaluated methodology and inductive conclusion of this paper are able not only to contribute to the relative academic researches in the future but also, in empirical, support the e-business company management to construct the most profitable strategy of the innovative interface technology in this dynamically and complexly competitive commerce era.