학술논문
Web Site Selection for Internet Advertising using the AHP and Fuzzy-Entrop
이용수 0
- 영문명
- 발행기관
- 한국유통과학회
- 저자명
- Jin-Woo Lee
- 간행물 정보
- 『KODISA ICBE (International Conference on Business and Economics)』2012 International Conference on Business and Economics (ICBE 2012), 383~389쪽, 전체 7쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2012.07.15
무료
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국문 초록
영문 초록
The application of the web has become one of the most important issues in marketing and advertising research. This paper presents an application of the AHP and fuzzy-entropy concepts used to select the best web site for online advertising. This method adopts a multi-criteria and multi-attributes that can be used for analysis and comparison of web sites for online advertising. In order to lessen the decision makers who have complex problems to determine a crisp values, we use the concept of fuzzy-entropy. The method is based on fuzzy-entropy concepts and pair-wise comparison between several factors that influence to select the best web site.
목차
Abstract
1. Introduction
2. Literature review
3. A Proposed Methodology
4. A case study using AHP and fuzzy-entropy
5. Discussion and conclusions
References
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