基于AHP的旗袍在线个性定制影响因素分析

Analysis on Influencing Factors of Online Personalized Customization of Cheongsam Based on AHP

为满足众多消费者对旗袍个性化定制的需求,文中以旗袍为研究对象,以专家访谈和问卷调查的形式,对消费者在线旗袍个性定制的影响因素进行定量、分层分析,将消费者因素、商家因素、产品因素确定为一级指标,再将一级指标细分为15个二级指标。运用层次分析法(AHP)建立评价模型即判断矩阵,进而确定各因素所占权重比例并通过一致性检验。结果表明,在3个一级指标中,消费者因素所占权重最高,对消费者在线旗袍个性定制的影响最大,其次为商家因素,产品因素介于二者之间;在15个二级指标中,权重最高的3个影响因素依次为收入因素、性格因素、服务质量因素,对旗袍在线个性定制的影响等级最高。

In order to meet the needs of numerous consumers for personalized cheongsam customization, this topic takes cheongsam as the research object, in the form of expert interview and questionnaire survey. This paper makes a quantitative and hierarchical analysis on the influencing factors of consumers’ online cheongsam customization,consumer factors, business factors, product factors are determined as the first level indicators. And then the first level indicators are subdivided into 15 secondary indicators. The analytic hierarchy process(AHP) is used to establish the analytic hierarchy process. To determine the weight proportion of each factor and pass the consistency test. The results show that among the three first-class indicators, the consumer factor has the highest weight, and has the greatest impact on the personalized customization of online cheongsam, followed by the business factor, and the product factor is between the two. Among the 15 secondary indicators, the top three influencing factors are income factor, personality factor and service quality factor, which have the highest impact on online personalized cus tomization of cheongsam. On the contrary, the weight of product price, style and fabric type is low, which has a weak impact on the online personalized customization of cheongsam.