Utilizing Analytic Hierarchy Process to Analyze Consumers- Purchase Evaluation Factors of Smartphones

Due to the fast development of technology, the competition of technological products is turbulent; therefore, it is important to understand the market trend, consumers’ demand and preferences. As the smartphones are prevalent, the main purpose of this paper is to utilize Analytic Hierarchy Process (AHP) to analyze consumer’s purchase evaluation factors of smartphones. Through the AHP expert questionnaire, the smartphones’ main functions are classified as “user interface”, “mobile commerce functions”, “hardware and software specifications”, “entertainment functions” and “appearance and design”, five aspects to analyze the weights. Then four evaluation criteria are evaluated under each aspect to rank the weights. Based on an analysis of data shows that consumers consider when purchase factors are “hardware and software specifications”, “user interface”, “appearance and design”, “mobile commerce functions” and “entertainment functions” in sequence. The “hardware and software specifications” aspect obtains the weight of 33.18%; it is the most important factor that consumers are taken into account. In addition, the most important evaluation criteria are central processing unit, operating system, touch screen, and battery function in sequence. The results of the study can be adopted as reference data for mobile phone manufacturers in the future on the design and marketing strategy to satisfy the voice of customer. Keywords—Analytic Hierarchy Process (AHP), evaluation criteria, purchase evaluation factors, smartphone.