Using the Analytic Hierarchy Process Methodology to Assess the Drivers Affecting the Implementation of Interactive Digital Television as a Commerce Platform

Abstract

Interactive Digital Television (IDTV) service providers have been looking for ways to maintain their competitive advantage in the marketplace. To do this, IDTV service providers need to carefully evaluate the drivers affecting their existing commercial operations and practices. Hence, this study was undertaken to investigate various adoption drivers for IDTV commerce. A combination of research methods and tools (literature search, semi-structured interviews, mail survey, and the analytic hierarchy process (AHP)) were utilized to identify, examine, analyze, and rank the major adoption drivers for IDTV commerce. The results indicated that the development and implementation of IDTV commerce should be managed and operated in-house. The results also showed that AHP was a powerful tool in assisting decision makers in arriving at the best decision, particular for the IDTV service providers.