Using FQFD and FGRA to Enhance the Advertising Effectiveness of Cross-Regional E-Commerce Platforms

Abstract

The thriving development of cross-regional e-commerce has gradually increased online marketing activities and consumers’ intention to shop online. The objective of this paper to find solutions for improving the advertising effectiveness has therefore become very important. In this article, an integrating method of fuzzy quality function deployment (FQFD) and fuzzy grey relational analysis (FGRA) was proposed to identify solutions for improving the advertising effectiveness. Based on this method, the house of quality (HoQ) to facilitate investigation of the 17 advertising effectiveness needs and 10 feasible technical improvements were presented. Through the questionnaire survey of platform users, the importance and satisfaction of the attributes of advertising needs were obtained. After that, a fuzzy relationship matrix was constructed to link technical improvements and advertising effectiveness needs in a fuzzy decision environment. Finally, the priority of technical improvements regarding improving advertising effectiveness were obtained. The results show that the proposed method can help decision makers of cross-regional e-commerce to improve advertising effectiveness effectively, so that they can effectively use resources to design advertisements that meet user needs.