Analysis of Electronic Book User Needs through Fuzzy AHP & Conjoint Analysis
퍼지 계층적 의사결정 기법과 컨조인트 분석을 활용한 국내 전자책 이용그룹의 요구수준 분석

Su-Jin Yoon, Ho-Sang Jung
2011 Journal of the Korea Society of Computer and Information  
With the success of Kindle, an electronic book reader developed by Amazon.com, there has been a growing interest in both electronic books and readers in Korea. In this paper, we analyze electronic book user needs through fuzzy analytic hierarchy process (AHP) and conjoint analysis. First, we select the important factors which can affect the intention to purchase electronic book readers by applying the fuzzy AHP with the help of electronic book experts. Next, we perform conjoint analysis to
more » ... nt analysis to reveal the detailed needs of electronic book users for each of the selected factors. Some useful implications and research limitations are also presented with future research directions.
doi:10.9708/jksci.2011.16.4.205 fatcat:qie55ddwinb65miz6zts4rqujm