Factors affecting the adoption of electronic marketplaces: A fuzzy analytic hierarchical process analysis

Purpose – To present a three-layer hierarchical structure of the factors involved in adopting an electronic marketplace (EM) model and to examine the relative weightings given to various strategic factors by the securities industry and the heavy electric machinery industry in Taiwan. Design/methodology/approach – A literature review and a review of nine Taiwanese industries allow the formulation of a three-layer hierarchical structure of adoption factors. A fuzzy analytic hierarchical process (AHP) is then undertaken to ascertain the relative weightings of factors that affect entry to an EM in two of these industries which are studied in more detail. Findings – The weights of ‘proactive’ factors are found to be greater than those of ‘defensive’ factors. For example, contrary to previous findings in this area, the ‘risk of adopting new technology’ is not found to be the major factor influencing decision making. Various factors are found to have different routes of influence in determining decision making in different industries. Practical implications – Enterprises that appreciate the weightings of factors to be considered will be able to facilitate the adoption of an EM model with lower costs and greater efficiency. Originality/value – The study provides novel and reliable information about strategic factors that are involved in corporate decisions about entering an EM.