Factors affecting online businesses are complicated and intertwined. To stimulate online sales, understanding of key influential factors and causal relationships among the factors is important. This paper introduces a hybrid method, called the DANP method, to expose the driving factors that most influence the online businesses. A hierarchy of fourteen criteria in six dimensions is formed to denote the influence levels and weights of factors. The causal graph shows that “Uncertainty†dimension has the highest degree of direct impact on other dimensions; thus, strong efforts should be made to eliminate the influence of this dimension throughout the online shopping process. In addition, the results also show “perceived price†to be the greatest important criterion among all; thus, it should be treated with top priority to boost the online businesses.

中文翻译：

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使用基于DEMATEL的ANP模型衡量电子商务的成功因素

影响在线业务的因素既复杂又交织在一起。为了刺激在线销售，了解关键影响因素以及这些因素之间的因果关系很重要。本文介绍了一种混合方法，称为DANP方法，以揭示对在线业务影响最大的驱动因素。在六个维度上形成了十四个标准的层次结构，以表示影响水平和因素的权重。因果图表明，“不确定性”维度对其他维度的直接影响程度最高；因此，应该努力消除此维度在整个在线购物过程中的影响。此外，结果还表明，“感知价格”是所有中最大的重要标准。从而，