創新與管理 Journal of Innovation and Management Vol.8 No.2 (2011) pp.99-128 Employing ANP Approach to Evaluate the Economic Value Added of Innovative Interface Technologies in a Dynamic Cyber Epoch Ming-Yuan Hsieh* Department of International Business, National Taichung University of Education Abstract Entering in the high-tech digital century, e-business enterprises need to take the most cogent operational maneuvers in confronting greater challenges in a booming cyber commerce era. In today’s e-business environment, customers’ (users’) satisfaction and market demands unpredictably change with each passing day. In order to confront in a lower-profit and high customer-service cyber commerce environment, it is important to know how to break through the current low-profit IT industrial situation, maintain the enterprises’ owned advantage and continuously, and make a bottom-line under a dynamically cyber epoch. In this research, nineteen sub-criteria were categorized into five criteria (integrated web 3.0 technology, convenient transaction interacted technology, comprehensive and professional information technology, safe and diversified media technology, and social and affiliated community technology) through the measurement of factor analysis from three primary analytical perspectives (B2B, B2C and C2C). It also identified the most potential business website from the three kinds of commercial websites (portals, cyber commerce and social community) through the application of the Analytical Network Process (ANP) approach. Hence, in particularly, the analytical hierarchical relations are definitely expressed in four levels among each characteristic of the economic value added of the innovative interface technology (EVA-IIT), criterion and sub-criteria, and the potential candidates (business websites). As a result in this research, the social community website has been the best potential cyber commerce website with the new interface technology of interaction voice response (IVR) of integrated web3.0 technology though utilizing the measurement of factor analysis and ANP approach by evaluating the five main assessable criteria covered key-points of evaluating the economic added value of the innovative interface technology (EVA-IIT). Further, the major finding of this research is that most of modern e-business customers (users) * Corresponding author. Email: [email protected] 99 創新與管理 Journal of Innovation and Management Vol.8 No.2 (2011) pp.99-128 have commenced to prefer the cyber business website (social community website) with the providing the complete-transaction-information and offering comprehensive-interactive-discussion-interface functions. It demonstrates that not only the “transaction-control right” in the e-business transaction processes has shifted from buyers to purchasers, but also, further, the purchasers have transferred from the traditionally and passively informed role to the modernly and actively controlled role. The cyber business IT industry has become the “buyer-control market”. Finally, the evaluated methodology and inductive conclusion of this paper are able not only to contribute to the relative academic researches in the future but also, in empirical, support the e-business company management to construct the most profitable strategy of the innovative interface technology in this dynamically and complexly competitive commerce era. Keywords: innovative interface technologies, economic value added (EVA), e-business, factor analysis, analytical network process (ANP) 100 創新與管理 Journal of Innovation and Management Vol.8 No.2 (2011) pp.99-128 在快速變遷的電子商業時代中應用分析網絡程序法來分析創新介面技術的經濟附加價值摘要進入高科技數位時代，在高度發展的數位商業環境中的電子商務企業需要採取最具強而有力的經營策略來面對越來越多的挑戰。在現今的電子商務環境，因創新介面技術使得顧客滿意度越來越高並導致市場需求形成無法預測地變動趨勢。當企業面對低利潤及高顧客滿意度的電子商務環境情勢，要如何在高度變動的電子商務環境中衝破現在 IT 產業困境，來保持優勢及不斷地創造投資利潤是現階段最重要的課題。在本研究中，利用因素分析法來將十九個測量次準則因子歸類成五大衡量準則因子。再者，藉由分析網絡程序法與創新介面技術的五大衡量準則因子(整合 web3.0 技術、便利交易互動技術、綜合專業資訊技術、安全交易技術與社群互動技術)來評估現階段三種主要電子商務網站(入口網站、電子交易網站及社群網站)。有鑒於本研究結果，透過評估包含創新介面技術的經濟附加價值之五大主要關鍵因素的分析準則後得知，含有新互動語音回應的 web3.0 技術的社群網站成為最具潛力的商業電子網站。進一步來看，本研究最具貢獻說明現在的電子商務顧客群漸漸開始喜歡具有提供完整交易資料與綜合互動討論界面功能的電子商務網站(社群網站)。這不僅已經闡述在電子商務的交易中，「交易控制權」已從賣方轉移到買方；此外更深入地說明，買方已從傳統被動告知的角色成為現代主動控制的角色。電子商務產業已經正式邁入買方控制市場。最後，在本研究中的評估的方法與推導的結論不僅能貢獻於相關未來研究；更可在公司實務管理上，支援電子商務公司在高度發展的電子商務環境中發展制訂出最具利潤的創新介面技術之策略。關鍵字: 創新介面技術、經濟附加價值、電子商務、因素分析、分析網絡程序法 101