Toward a ranking strategy for e-commerce products in an e-alliance portal using Primitive Cognitive Network Process

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1 Available olie at Procedia Computer Sciece 17 (2013 ) Iformatio Techology ad Quatitative Maagemet (ITQM2013) Toward a rakig strategy for e-commerce products i a e-alliace portal usig Primitive Cogitive Network Process Kevi Kam Fug Yue * Departmet of Computer Sciece ad Software Egieerig, -Liverpool Uiversity,Suzhou,Chia Abstract E-alliace is the platform of promotig e-commerce products. A efficiet approach to evaluate ad rak the suitable e- commerce products is essetial for the busiess value of a e-alliace portal, where the busiess parters or cosumers efficietly search the best fit e-commerce products for their trasactio i iteret. This paper proposes the Primitive Cogitive Network Process for the rakig strategy cosiderig multiple criteria ad alteratives The Authors. Published by Elsevier B.V. Ope access uder CC BY-NC-ND licese. Selectio ad peer-review uder resposibility of the orgaizers of the 2013 Iteratioal Coferece o Iformatio Techology ad Quatitative Maagemet Keywords: Multiple Criteria Decisio Makig; Cogitive Network Process; E-commerce; E-alliace; Rakig Strategy 1. Itroductio The E-alliace portal attracts the compay to shift their marketig ito iteret as e-commerce form. E- commerce is ay form of busiess trasactio i iteret rather tha by physical cotact. Geerally, trasactio types of e- as busiess-to-busiess (B2B), busiess-to-cosumer (B2C), cosumerto-cosumer (C2C), cosumer-to-busiess (C2B). May e-commerce websites are established i the iteret, but the process fidig right products i the e- commerce websites based o web search egies such as Google ad Yahoo could requires tedious work ad be time-cosumig. Besides, most SME e-commerce websites are difficult to complete with the large-scale e- Oe useful approach is to joi E- alliace which is the platform to promote e-commerce product trasactios. Product ad services iformatio of e-commerce websites ca be marketed i the form of e-alliace. How iformatio of e-commerce products is researched, raked ad displayed is challegig i e-alliace portal, as multip le factors ad alteratives have to be cosidered i balace. The Aalytic Hierarchy Process [1-2] is oe of the solutios, for example, [3-10]. This paper proposes the primitive cogitive etwork process (P- CNP) [11-13] to address this issue. * Correspodig author. Tel.: +86-(0) address: kevikf.yue@gmail.com; kevi.yue@xjtlu.edu.c The Authors. Published by Elsevier B.V. Ope access uder CC BY-NC-ND licese. Selectio ad peer-review uder resposibility of the orgaizers of the 2013 Iteratioal Coferece o Iformatio Techology ad Quatitative Maagemet doi: /j.procs

2 1092 Kevi Kam Fug Yue / Procedia Computer Sciece 17 ( 2013 ) The P-CNP is the ideal alterative of the popular decisio techique, Aalytic Hierarchy Process (AHP). The P-CNP uses paired iterval/differetial scale istead of AHP s paired ratio scale potetially producig misapplicatios. The P-CNP addresses the fudametal problem of the AHP regardig the perceptio ad cogitio toward the sematic represetatio (or umerical form) for the sytactic form (or liguistic form) i the ratig scale. The P-CNP is itroduced for rakig strategy i E-alliace portal i the ext sectio. 2. Rakig strategy i E- alliace portal The Primitive Cogitive Network Process [11-13] is proposed for the rakig strategy of e-commerce products i E-alliace portal, ad is preseted as follows. Step 1: Problem Cogitio Process The rakig strategy problem is costructed as the measurable structural assessmet etwork show i Fig 1. It is assumed that three E- commerce products T 1 T 2 T 3 should be evaluated from the search results i the E- alliace portal, ad four criteria are used: price (C 1 ), quality (C 2 ), fitess (C 3 ), services (C 4 ). The ratig scale is set to be,,,0,,,, represetig { extremely less importat tha,., weekly less importat tha, equal to, weekly more importat tha,, extremely more importat tha, ad 8 is set. The objective is to evaluate ad rak the e-commerce product i the E-alliace portal. Step 2: Cogitive Assessmet Process Fig. 1. E-Alliace Evaluatio Model Cogitive Assessmet Process icludes two mai activ ities: assessig criteria weights, ad evaluatig alteratives of each criterio. The criteria importace is assessed by a form pres eted i Fig.2, ad the cogitive pairwise comparisos for the criteria importace are formed i Table 1. For example, if we say C 1 is more moderately plus tha C 2, the mathematical expressio is C 1 C 2 =3. Similarly, other factors i the upper triagle of the Table 1 are compared, ad the the opposite values (egatio of the upper triagle) are show i the lower triagle of the table correspodigly.

3 Kevi Kam Fug Yue / Procedia Computer Sciece 17 ( 2013 ) Fig. 2. Criteria Importace Assessmet Table 1. Cogitive pairwise matrix for the importace of criteria Importace of Criteria C 1 C 2 C 3 C 4 C 1 C 2 C 3 C 4 AI= The validity of cogitive pairwise matrix B is checked by the Accordace Idex (AII ) of the below form. AI 1 2 i 1 j 1 d ij, 1 T i j ij 2 d ij Mea B B b, i, j 1,, (1) AI 0, ad is the ormal utility, ad equal to 8 i this case. If AI 0, the B is perfectly accordat; If 0 0.1, the B is satisfactory. If AI 0.1, the B is usatisfactory. AI of Table 1 is ad is with i the acceptable rage. The ext step is to rate each e-commerce product for each criterio. Fig. 3 shows how e-commerce product 1 uder each criterio is evaluated. The ratig scores for each product with respect to each criterio are show i Table 2.

4 1094 Kevi Kam Fug Yue / Procedia Computer Sciece 17 ( 2013 ) Fig. 3. Direct Ratig for E-commerce product 1 for each criteria Table 2. Ratig scores for each product with respect to each criterio C 1 C 2 C 3 C 4 E-Commerce Product E-Commerce Product E-commerce Product Step 3: Cogitive Prioritizatio Process Several prioritizatio methods have bee proposed i [11-13]. Row Average plus the ormal Utility (RAU) is chose as the prioritizatio method due to its simplicity. RAU is give by: 1 RAU B, :, 1, i i ij j 1, (2) The idividual utility v i from POM is rescaled (or ormalized) as a ormalized priority vector by the rescale fuctio of the ormalizatio fuctio, ad has the form. v i W w i : i i, 1,,, which W is the special case of V such that 1. i 1,, v i (3) Table 3. Cogitive Prioritizatio results by RAU C 1 C 2 C 3 C 4 Average RAU ( or V) W C 1 C 2 C 3 C 4 x of Table 1 is preseted i Table 3. Product fitess (C 3 ) is of the highest weight ad product quality (C 2 ) is of lowest weight. Product services (C 4 ) has more

5 Kevi Kam Fug Yue / Procedia Computer Sciece 17 ( 2013 ) importace tha price attractio (C 1 ). Step 4: Graular fusio ad rakig The aggregatio ad rakig results are show i Table 4. The aggregatio method uses the popular weighted arithmetic mea, give by wam W, V w i 1 iv i. W is the weight vector of all criteria, ad V is the utility vector of a cadidate with respect to each criterio. Accordig to the rakig result, the search egie displays the search result i order: product 3, product 2, ad product 1. T able 4. Graular fusio ad rakig result Price Product Quality Product Fitess Product Services Graular Fusio Rak attractio Weight Product Product Product Coclusio ad Future study This article proposes rakig strategy for e-commerce products i a e-alliace portal usig Primitive Cogitive Network Process. The future study will exted with four core compoets: collective evaluatio, rich umber of cadidates, comprehesive criteria, ad the hybrid approaches with fuzzy theory, TOPSIS, ELECTRE, PROMETHEE, or Data Evelope Aalysis. Refereces [1] T.L. Saaty, Aalytic Hierarchy Process: Plaig, Priority, Settig, Resource Allocatio, McGraw-Hill, New York, [2] T.L. Saaty, Theory ad Applicatios of the Aalytic Network Process: Decisio Makig with Beefits, Opportuities, Costs, ad Risks, RWS Publicatios, [3] X. Xu, S. Guo, J. Guo, X. Huag, Rak B2C e-commerce websites i e-alliace based o AHP ad fuzzy TOPSIS, Expert Systems with Applicatios 38 (2011) [4] T.-C. Wag, Y.-L. Li, Accurately predictig the success of B2B e-commerce i small ad medium eterprises,expert Systems with Applicatios 36 (2009) [5] G. Buyukozka, O. Feyzioglu, E Nebol, Selectio of the strategic alliace parter i logistics value chai, It. J. Productio Ecoomics 113 (2008) [6] D-N Che, B Jeg, W-P Lee, C.-H. Chuag, A aget-based model for cosumer-to-busiess electroic commerce, Expert Systems with Applicatios 34 (2008) [7] Y. Lee, K.A. Kozar, Ivestigatig the effect of website quality o e-busiess success: A aalytic hierarchy process (AHP) approach, Decisio Support Systems 42 (2006) [8] J. Sarkis, S Talluri, Evaluat ig ad select ig e-commerce soft ware ad commuicat io systems for a supply chai, Europea Joural of Operatioal Research 159 (2004) [9] Y. Chou, C. Lee, J. Chug, Uderstadig m-commerce paymet systems through the aalytic hierarchy process, Joural of Busiess Research 57 (2004) [10] E.W.T. Ngai, Selectio of web sites for olie advertisig usig the AHP, Iformatio & Maagemet (2003)

6 1096 Kevi Kam Fug Yue / Procedia Computer Sciece 17 ( 2013 ) [11] K.K.F.Yue, Cogi Polytechic Uiversity, (2009), Phd thesis. [12] K.K.F. Yue, The primitive cogitive etwork process: comparisos with the aalytic hierarchy process, Iteratioal Joural of Iformatio Techology & Decisio Makig, 10 (2011): [13] K.K.F. Yue, The pairwise opposit e mat rix ad it s cogit ive priorit izat io operators: the ideal alterat ives of t he pairwise reciprocal matrix ad aalytic prioritizatio operators, Joural of the Operatioal Research Society, 63 (2012),