IT Investment Evaluation Using Multi Objective Multi Criteria: Case Study on an Expedition Company - Scientific Repository

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The 2 The 2 The 2 The 2 Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference Management Innovation Technology International Conference

Management Innovation Technology International Conference Management Innovation Technology International Conference

  

MITiCON2015 MITiCON2015

((((MITiCON2015 MITiCON2015))))

16-18 November November 2015, Bangkok, Thailand

  

Conference Proceedings Conference Proceedings

Published by Published by Published by Published by

www.miticon.org

  

Information Technology Management, Faculty of Engineering, Mahidol University Information Technology Management, Faculty of Engineering, Mahidol University Information Technology Management, Faculty of Engineering, Mahidol University

25/25 Putthamonthon sai 4 Rd., Salaya, Putthamonthon, Nakhonpathom 25/25 Putthamonthon sai 4 Rd., Salaya, Putthamonthon, Nakhonpathom, Thailand 25/25 Putthamonthon sai 4 Rd., Salaya, Putthamonthon, Nakhonpathom

Editor Editor

  

Editor Editor

Sotarat Thammaboosadee

Associate Editor Associate Editor

Associate Editor Associate Editor

  

Yuttapong Aunhathaweesup

Jarurote Tippayachai

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  4 การเปรียบเทียบประสิทธิภาพการทํางานของ ! ! 4 โดยใช ้ต ้นไม ้การตัดสินใจและตรรกศาสตร์คลุมเครือ

  ณัฏฐพล นาคบัวแก้ว สุภาภรณ์ เกียรติสิน อดิศร ลีลาสันติธรรม โษฑศ์รัตต ธรรมบุษดีสมิทธิ ดารากร ณ อยุธยา >3 >/

  การสรรหาเงินฝากเชิงกลยุทธ์ธนาคารออมสินในเขตอําเภอวิหารแดงจังหวัดสระบุรี พรพรรณ รักนาค ภูวรินทร์ นิลรังษี ธีทัต ตรีศิริโชติ

  6

  6

  6 มาตรฐานการบริการคนไร ้ที+พึ+งนนทบุรี ในสถานแรกรับคนไร ้ที+พึ+งนนทบุรี ณัฐสินี วรัตน์กุลนันท์ นพดล เดชประเสริฐ

  / 65 /

  การพัฒนาสื+อประชาสัมพันธ์หลักเกณฑ์การจัดเก็บภาษีห ้างหุ ้นส่วนสามัญและคณะ บุคคลที+มิใช่นิติบุคคล เยาวลักษณ์ วรกานต์ทิวัตถ์ นพดล เดชประเสริฐ

  /3 /6 การพัฒนาคุณสมบัติของข ้อมูลสถิติเศรษฐกิจภาคต่างประเทศของธนาคารแห่ง ประเทศไทย รวี อาณานุการ สุชนนี เมธิโยธิน

  // 3 & แนวทางการพัฒนาการจัดเก็บภาษีอากรและลดจํานวนผู ้เสียภาษีที+เป็นกลุ่มเสี+ยง ของสํานักงานสรรพากรพื7นที+นนทบุรี เรียม เขียนทอง นพดล เดชประเสริฐ

  3 3 / แนวทางการปฏิบัติงานในการเข ้าถึงมวลชนของหน่วยทหารระดับกองร ้อยในพื7นที+ หน่วยเฉพาะกิจยะลา ระหว่างปี

  > วาทินี สุวรรณรักษ์ สุชนนี เมธิโยธิน

  3

  3

  3 การบริหารจัดการที+ส่งผลต่อการมีส่วนร่วมในการพัฒนาสถานทํางานน่าอยู่ น่า ทํางานของพนักงานและข ้าราชการ สํานักนโยบายและยุทธศาสตร์ สํานักงาน ปลัดกระทรวงสาธารณสุข สโรชิน สหสาคร สุชนนี เมธิโยธิน

  6 3 5 3

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  &> 3 3 3 6

  การพัฒนาชุดจําลองเครือข่ายคอมพิวเตอร์บนพื7นฐานของ # ,การ กําเนิด F จรัสพงศ์ กาญจนลักษณ์ เทอดพงษ์ แดงสี ตุลย์ ไตรยสรรค์ พงษ์พิสิฐ วุฒิดิษฐโชติ

  6 3 / 333

  การประเมินประสิทธิภาพการดําเนินงานด่านชายแดนไทยด ้วยวิธีการวิเคราะห์การ วางกรอบข ้อมูล ดํารงพล ชนะวรรณ จิรพรรณ เลี1ยงโรคาพาธ อดิศร ลีลาสันติธรรม สุภาภรณ์ เกียรติสิน สมิทธิ ดารากร ณ อยุธยา

  6 33& 33/

  การเปรียบเทียบคุณลักษณะและประสิทธิภาพเครื+องแม่ข่ายเสมือนแบบก ้อนเมฆ ระหว่าง ยูคาลิปตัสคราวด์และไมโครซอฟท์ซิสเต็ม ของศูนย์ข ้อมูลกลาง % เซ็นเตอร์ ศรุต จันทรไกร สุภาภรณ์ เกียรติสิน อดิศร ลีลาสันติธรรม สมิทธิ ดารากร ณ อยุธยา

  6 3& 3&&

  การตรวจหาภาพปืนโดยการแปลงลักษณะเด่นแบบไม่แปรผันตามขนาด สุเมธ คํางําเมืองวีรพล จิรจริต

  6/ 3& 3&6

  การวิเคราะห์สมรรถนะการทํางานของโรงไฟฟ้าพลังงานร่วม, กรณีศึกษา อัญชิตา จิตตามัย สุเมธ เนติลัดดานนท์

  / 3&/ 3 &

  โดยใช ้ทฤษฎีกบกระโดด การลดสัญญาณรบกวนข ้ามช่องใน <4( $ อติศักดิ+ จีบค้างพลู นุสรา ฮวดโพธิ+พันธ์ อภิชาต ติรประเสริฐสิน

  / 3 3 /

  การจัดวางโครงสร ้าง <4( ) เพื+อลดเส ้นทางการเชื+อมต่อโดยใช ้ทฤษฎีกบ กระโดด วิไลพร แหว่กระโทก สิทธิพงศ์ ชวนโพธิ+ พรภัสสร อ่อนเกิด อภิชาต ติรประเสริฐสิน

  /3 35 35&

  การออกแบบจัดวางผังโรงงานเพื+อลดขั7นตอนการเดินทางโดยใช ้เทคนิคซัฟเฟิลฟร อกลิปปิง อนัญญา ศรีวงษ์ สิรินทิพย์ วันจันทึก ประกาย นาดี อภิชาต ติรประเสริฐสิน

  /& 35 3>

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Information Format-Shopping Orientation Fit in

Mobile Commerce App:

A Contradiction between Functional and Psychological Consequences

  Chiang-Yu, Cheng

  School of Big Data Management, Soochow University, Taiwan. taican.ccy@gmail.com

  Yu-Tsu Lin

  Department of Marketing and Logistics Management, Chaoyang University of Technology, Taiwan. tsu@cyut.edu.tw

  Chih-Wei, Cheng

  Department of Applied English, Chaoyang University of Technology, Taiwan. timcheng7687@gmail.com

  Abstract —Mobile Commerce is the most prevalent way of shopping online that extends the transaction channel from traditionally fixed-line environment to ubiquitously mobile environment. With this advantage, retailers apply many mobile APPs to embrace such an extended channel for the purpose of profit amplifier. Although mobile APPs might be well qualified for getting in touch with more consumers than desktop shopping does, consumers with different orientations may shop differently in accordance to their shopping needs. For example, consumers with utilitarian orientation may spend less time in shopping because they know what they want to buy before getting into the APP. Conversely, consumers with hedonic orientation may spend more time in shopping as they enjoy taking around the store without the pre-established consideration list. These two shopping orientations result in a significant question, that is, what the information format presented on mobile APPs best fits the certain kind of shopping orientation. We suspect that consumers with utilitarian orientation may want to see information that is formatted to address their shopping needs efficiently, while consumers with hedonic orientation may need to have some information that is formatted to satisfy their needs of purposeless shopping. The current study aims to elaborate this important phenomenon using balance theory. We expect that a contradiction might happen as functional (information format) and psychological (shopping orientation) deployments cannot be reconciled simultaneously. Therefore, we suggest that the practitioners of mobile APPs need to identify consumers’ shopping orientations first and provide them with well-matched information format afterward.

  Keywords —mobile commerce; mobile; APPs; shopping orientation; information format; balance theory I.

  I NTRODUCTION Mobile technology is growing quickly which emerges the life of human being due to the prevalence of smartphone adoption. This phenomenon is consistent with the report conducted by eMarketer (2014) that the number of mobile users is significantly increasing worldwide and Asia particularly receives the highest population which is up to 2.6 billion [1]. With this deluge, users can access different kinds of APPs without geographical limitation that encourages APP owners trying to figure out the attractiveness of mobile advertisements. Similarly, many governments take advantage of APPs conveying important policies to their compatriots. APPs, therefore, play an essential role of pipeline among APP owners, governments, and users [2]. On the other hand, retailers nowadays extent ubiquitous accessibility of APPs to their business models, so called M-economy. This implies that consumers can not only use their desktops for online activities, but also use their mobiles devices to conduct certain activities using APPs, such as mobile entertainments, mobile banking, or mobile shopping. Undoubtedly, mobile shopping is one of popular online activities found in the United State and the amounts of shopping APPs keep rising. Also, the user willing to taste the new types shopping APP and the most important things is during the user using the mobile device can gain the good shopping experience [3].

  A well design APP must have the key success factors, it probably contains great contents, useful features, and easy use, these are the reasons for people if they keep using or not. Lots of research point out the user interface problems will lead to the shopping fluency (not familiar with the interface, functions not complete). The size of the mobile screen also will cause the browsing problems, although the browsing rates is higher but the actual order is lower [4]. In 2014 Yahoo research fund, most of people complain the browsing problem up to 34.5% and it can be included 4 points. First, clearly interface design. Second, useful information. Third, easy to use. Fourth, humanize features. We can deduce the interface must suit for each consumer or it will influence the consumer’s orientation [5]. In the APP store, the Shopping APPs are similar, no matter the interface or feature. The company should consider how to attract people to buy the product in this shopping environment. However, the consumers mostly consume the by-product once, only the software will be regularly used. The

  The 2nd Management Innvation Technology International Conference (MITiCON2015) apps developers should consider the quality and durability so that can attract users to download the APP and keep using [6].

  In view of this, our research will take shopping APP as a subject for exploring different information format how to affect the consumer decision making. First type is list type information format (list-type). Second is matrix information format (matrix-type). People can get the merchandise information by these two information format. List format offers more merchandise information and the matrix type shows the bigger picture. These different browsing modes might cause the conflict on visual and which one is more in line with the consumer’s demand.

   Funtional

  The 2nd Management Innvation Technology International Conference (MITiCON2015)

  The main suggestion of balance theory is that people prefer balanced setting over imbalanced ones [20]. As

   Balance Theroy Balance theory is used to explain the people performance when facing different combination [19].

  E.

  At the user’s perspective, when the decision making is related to the user’s shopping experience. There are some reasons will be considered by the consumer (price, brand, specification, past experience, etc.) It means the seller should notice the consumer’s aspect. The psychological recovery strategy also point out the situation should be ameliorated directly by showing concern for customer needs [16]. As a company owner, the outcome you received will depend what information you display for attracting people. A study suggested the web elements (attribute, and tools) combine will influence consumers’ psychological and behavioral reactions [17]. The consumer behavior reaction to the product is going to reflect on the psychology. There is a S-O-R model also can prove this phenomenon, when you receive the stimuli (s) by the environment that along of influence the consumer’s mental (O), which motivate their decision-making(R)[18]. So the mobile shopping environment is a new type of commerce, the situation of shopping should also make us feel satisfied then get more information moreover buy the product.

   Psychology

  D.

  Most people searching the website will use the features which offered for convenient. For example, if I want to see the latest news from Internet, you just set the date and the result will show the latest news at the top. It can make people find their subject more efficiency. The buyers are more interested in functional meaning by doing shopping [10][11]. In fact not everyone knows each function on the website and some even haven’t used more than twice. Because they not familiar with the interface or they have not noticed how powerful the functions bring to us. Though they didn’t use the functions they still could get the result but it was time-consuming. The researchers proposed the straddles which focus on designing, enabling, and enhancing valuable, functional, and user-friendly tools [12]. It’s worth to invest on the websites function [13]. If people doing the searching behavior at the same time use the right features they aim to, it will give the users to the good shopping environment. A well-designed website should be convenience and offer varieties products [14][15]. Over all, the shopping platform should be designed as a functional and easy to use so that can prevent elimination by other competitors.

  C.

  Our research propose if the consumer didn’t have special purpose, the user prefer the hedonic and use the list browsing mode, the user can receive more detail information line by line. The user didn’t need to compare with others just search the product randomly. However, we propose people have the objective, the user will prefer the matrix browsing mode. We predict this mode can compare the lots of product at the same page because of users are focusing on the particular product and compare each elements.

  When the users execute the App, they have different purpose to achieve. They probably have specific goal or just want to consume the time. If you’re trying to find out the product which matches your desire, you don’t want to waste too much time on browsing. Because you already know the product you want, so the showing result must fit to your need. Conversely, you are using the APP just without any objective, you will search the product by random. The time is not the first priority in this one. In the past literature point out the utilitarian and hedonic values as the final goal of shopping activities [7].Based on these situations we can dive two purposes by using the APP. First, the utilitarian is focus on people who have main target and search the product name with the model number (e.g. IPhone 6 plus). Second, the hedonic is different from the utilitarian; this orientation is not for the particular item. While the user searching the result is showed varies cellphone (HTC, Samsung, etc.). Several researches also showed the utilitarian and hedonic values have significant impact on the perception for online users [8][9]. Therefore, in this study will discover the relationship between Information format and Orientation. we compare two different brand shopping APP to analyze the user’s feeling. Based on the P-O-X theory, we suppose the user (P), another APP (O), and the competitor APP (X) for exanimating the balance situation. We will make a best choice after you realized the APPs quality. In our life, we won’t install the same type application no matter in the computer or on the mobile, unless it can complement each other. Hence, this unbalanced phenomenon exist in our society, we proposed the research model for improving this issue. During the shopping process, each one can correspond will lead this into a balance condition.

   Orientation

  B.

  For the purpose of classify the lots of information, it can be divided into two types. First the information are sequenced as list, each line contain one product. Second the matrix type format, the mobile screen show 2*2 array, both including (picture, item name, price, etc.) We take two different formats into the user’s purpose for testing in what kind of situation the user will use what kind of format on browsing.

   Information Format

  R

  ITERATURE

  II. L

  In order to more deeply understand the user’s app using situation, we record the date through the analysis tools. First w e use Google Analytic for collecting the user’s click information and second we use the scroll depth for collecting how much product have been browsing for the final decision. But the App preset the browsing view is showed the list version, consumer freque ntly didn’t know which way can achieve their goal. If this research can prove the different information format can show the different outcome. This achievement not only can help consumer to find their product by using less time but also helping the App developer on improving the interface design more efficiency.

EVIEW A.

  III. R ESEARCH MODEL In the model we proposed two types of measures to evaluate the consumer’s shopping behavior. The first type is functional measures, which recording the consumer’s browsing information. It will detect how much content have been read. The second type is psychological measures, how will visual display produce metal effect to the consumers. Different information format might influence final decision. Based on the measures we suggest it can be matched to the information format (List type and Matrix type) and Orientations (Utilitarian and Hedonic). The following process will lead consumers into the place we proposed. Figure 1 shows the research framework.

  Therefore, We propose H3 as follows: H3: The different orientation will cause functional performance

  Due to the M-commerce is a new type of shopping environment and it still growing up. It’s not developed completely. We only know there contain unlimited benefit inside. As a company, they want to design an APP which has well-design and good enough to compete with other companies. As a consumer, they use the APP for easy to use, convenience and the comfortable interface. Both have different demand. In the business point, it should be designed for the consumer’s requirement so that it can receive great feedback. Our research will explore the different information format and the orientation how to affect the consumer’s functional and psychological performance. The result will help

  XPECTED C ONTRIBUTION

  IV. E

  Therefore, we propose H4 as follows: H4: The different orientation will cause the psychological performance

  In the two orientations, the information they received probably have different feeling. The purpose of shopping will change the way you search. People want to see the detail information or see the large picture is not exactly the same. The utilitarian and hedonic which is fit the people’s psychology. When the consumers are partial of utilitarian, they are more evaluated the result of searching. The information completeness is not the most important reason. With the hedonic people are prefer the detail information, they can look through every product carefully. For more detail discover the relationship between the orientation and psychology.

   The effect of orientation on psychological

  D.

  We divided the orientation into two part, one is utilitarian another is hedonic. When the consumer shops on APP without any purpose, they could read each product slowly. Hence, consumer is trying to find the specific product, they would compare each product quickly and move to next page. So they won’t spend too much time at the same page. These two orientations will cause how long they stay on the page. In this phenomenon, we are going to explore the time they spend on search the product, and how many products have been browsed.

  A.

   The effect of orientation on functional

  Therefore, we propose H2 as follows: H2: The info rmation format will affect user’s psychology C.

  The information format give two version when you using the mobile. The list version brings the users complete product information and the small picture. The matrix version offers the user a large picture but less information. In the psychology, you receive the similar information but the visual view is changed. The consumer probably will be influence by the visual. Some people like the large picture but some people like the more full content. The user’s psychology will be attracted in the different information format.

   The effect of information format on Psychology

  B.

  Therefore, we propose H1 as follows: H1: The information format will affect the functional performance

  The information format in the APP shopping environment plays the important role. Each format will show the different outcome on the screen. The format must design for the reason. Each type will show the different performance when consumer doing the shopping process. We can browse the product for saving the time. But how we know which type of format can help us find our product more efficiency. It will depend how much time we spend on browsing and how much content did we look through.

   The effects of information format on functional

  The 2nd Management Innvation Technology International Conference (MITiCON2015)

  The 2nd Management Innvation Technology International Conference (MITiCON2015)

  E. Bridges, R. Florsheim, “Hedonic and utilitarian shopping goals: The online experience” Journal of Business Research, vol. 61 (4), 2008, pp. 309 –314. [9] L.C. Wang, J. Baker, J.A. Wagner, K. Wakefield, “Can a retail web site be social?” Journal of Marketing, vol. 71 (3) 2007, pp. 143–157. [10]

  [19] F. Heider, The psychology of interpersonal relations Erlbaum, Hillsdale, NJ 1958. [20] P. Doreian, V. Batagelj, A. Ferligoj, Generalized Blockmodeling

  [17] Yong, Michael and Jie, “Aesthetics and the online shopping environment: Understanding consumer responses” Journal of Retailing, vol. 87 (1), pp. 46-58, March 2011. [18] A. Mehrabian, J.A. Russell, An Approach to Environmental Psychology, The MIT Press, Cambridge, MA, 1974.

  [16] J.L. Miller, C.W. Craighead, K.R. Karwan, “Service recovery: A framework and empirical investi gation” Journal of Operations Management, vol. 18 (4), 2000, pp. 387 –400.

  [14] S. Menon, B. Kahn, “Cross-category effects of induced arousal and pleasure on the Internet shopping experience” J. Retail., vol. 78 (1), 2002, pp. 31

  H. Fan, M.S. Poole, “What is personalization? Perspectives on the design and implementation of personalization in information systems” Journal of Organizational Computing and Electronic Commerce, vol. 16 (3

  H. Dittmar, K. Long, R. Meek, “Buying on the internet: Gender differences in on- line and conventional buying motivations” Sex Roles, vol. 50 (5 –6), 2004, pp. 423–444. [12]

  C. Campbell, “Shopaholics, spendaholics, and the question of gender” I Shop, therefore I Am: Compulsive Buying and the Search for Self, 2000, pp. 57 –75. [11]

  [8]

• –4), 2006, pp. 179–202 [13] E. Bridges, R. Flor sheim, “Hedonic and utilitarian shopping goals: The online experience” Journal of Business Research, vol. 61 (4), 2008, pp. 309 –314.

  [7] Gianluigi Guidoa, Alessandro M. Pelusob, Mauro Capestroa, and Mariafrancesca Migliettaa, “An Italian version of the 10-item Big Five Inventory: An application to hedonic and utilitarian shopping values” Personality and Individual Differences, Vol. 76, pp. 135

  8 July 2015] [6] Common Wealth Magazine (2011), “APP Commercial” available from: [Accessed 12 July 2015]

  [5] Yahoo Emarketing (2015), “The Four key Factors, you must Know about S hopping APP” available from: [Accessed

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  R EFERENCES

  the company improve the existing APP and aim to the consumer’s perspective to design the interface. In the future, APP user’s behavior also will be discussed for making a better shopping environment.

• –40. [15] M. Wolfinbarger, M.C. Gilly, “Shopping online for freedom, control, and fun” Calif. Manag. Rev., vol. 43 (2), 2001, pp. 34–56.

• –140, April 2015.
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