SWOT-AHP 분석을 통한 모바일 상거래에 대한 고객 기반 전략 방향

Abstract

Mobile-commerce has increased utility by allowing consumers to make purchasing activities that are more appropriate for them, but competition is much more intense as more companies have opportunities to enter the market easily. This research studies m-commerce to derive the importance attributes using SWOT-AHP analysis. The purpose of this study is to identify the strategic mismatches between firms and consumers in the competitive market and attempt to access the market through efficient strategies. The results show that there is a significant difference in the strategic factors of consumers and company managers. In any case, consumers are highly concerned about the convenience of mobile and the price factor, and corporate executives are considering the attractiveness of the market provided by the convenience of mobile. We suggest three strategies for sustainable growth for the m-commerce market.