Abstract
The thriving development of cross-regional e-commerce has gradually increased online marketing activities and consumers’ intention to shop online. The objective of this paper to find solutions for improving the advertising effectiveness has therefore become very important. In this article, an integrating method of fuzzy quality function deployment (FQFD) and fuzzy grey relational analysis (FGRA) was proposed to identify solutions for improving the advertising effectiveness. Based on this method, the house of quality (HoQ) to facilitate investigation of the 17 advertising effectiveness needs and 10 feasible technical improvements were presented. Through the questionnaire survey of platform users, the importance and satisfaction of the attributes of advertising needs were obtained. After that, a fuzzy relationship matrix was constructed to link technical improvements and advertising effectiveness needs in a fuzzy decision environment. Finally, the priority of technical improvements regarding improving advertising effectiveness were obtained. The results show that the proposed method can help decision makers of cross-regional e-commerce to improve advertising effectiveness effectively, so that they can effectively use resources to design advertisements that meet user needs.
Highlights
Online community shopping has become an irreplaceable part of everyday life
We aim to develop an integrated method of fuzzy quality function deployment (FQFD) and fuzzy grey relational analysis (FGRA) was proposed to identify solutions for improving the advertising effectiveness
Techniques for improving and enhancing the quality of advertising effectiveness between e-commerce platforms and users were proposed by combining fuzzy quality function deployment (FQFD) and fuzzy grey relational analysis (FGRA)
Summary
Online community shopping has become an irreplaceable part of everyday life. Community interactions have gradually replaced traditional models of interaction between people for delivering messages and expressing opinions [1]. Consumers can use different types of platforms to communicate or buy products and services, which has led to the rise of social networking sites and social media. Internet communities have caused massive changes to advertising marketing and how information is disseminated. They have transformed the limits of conventional marketing approaches. E-marketing targets Internet behavior to achieve marketing goals. Advertisers pay to display advertisements on websites as links or logos. Numerous online marketing tools are currently used, including word of mouth, videos, in-app advertisements, online activities, and social networks
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