Back Issues 11-20

A MULTI-CHANNEL ASSESSMENT MODEL CONSTRUCTED BASED ON TRANSACTION COST COMPLEXITY: NEWLY LISTED BEAUTY COSMETICS CASE

Po-Yu Chen

Department of Advertising and Strategic Marketing, Ming Chuan University, R.O.C

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Abstract

This study focuses on the process of model construction, and based on the transaction cost theory, establishes a model according to the impact of transaction cost factors on consumers’ decision making regarding purchase behavior. Through the analytic network process (ANP), this study compares the mutual effects of transaction cost factors on consumers’ behavior, and obtains the weights of the transaction cost factors of the different phases of consumer decision making.  In order to elaborate the application of this model, this study treats new products of beauty cosmetics with integrated online and offline channels, and consumption styles as examples, and demonstrates that the most effective channels are stores.  The results of this study can serve as a criterion for dealers to establish the most effective measure to enhance transactions. The application extended from this model can be used with other products. Knowing the items included in the transaction costs of both the buyer and the seller, the cost values of various items of both parties can be estimated.

Keywords: transaction cost, decision-making, analytic network processes, channel assessment

Attachments:

1153 Final.pdf

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773 kB