Evaluating success factors of cross-border e-commerce in Russian Far East using Fuzzy AHP = Fuzzy AHP를 활용한 러시아 극동 지역 국경 간 전자상거래 성공요인 평가

다국어 초록 (Multilingual Abstract)

In this research the analysis of the situation of cross-border e-commerce in the markets of the Russian Federation and the Far Eastern Federal District in particular are carried out, and the factors that have the greatest influence on the choice in favor of cross-border e-commerce are identified. The methodology used in this study is Fuzzy Analytic Hierarchy Process (AHP) to get more consistent results. Literature review of this research shows the possibilities of using Fuzzy AHP, as well as reveals the problems of a lack of relevant research in the field of cross-border e-commerce between the countries of eastern Asia and the Russian Far East. Using the aforementioned methodology, this study aims to identify the most influential factors for improving the quality of service of cross-border e- commerce platforms. The main findings of this study include the ratings of the main criteria and sub-criteria based on the results obtained. The rating of the main criteria is as follows: “Security service” is the most important criteria, “Value & assortment” is in second place, “Delivery service” is third, “System quality & convenience” is fourth, and the least important criterion is “Post-purchase service”. Furthermore, the most important sub-criteria in the analysis are payment and personal information security, a wide range of options, quality and uniqueness of products. In addition, according to the results of the study, the warranty and support services have the least weight among other determining factors. The results of the study can be taken into account by both private companies to improve the quality of service, payment and personal information safety and increase competitiveness of cross-border e-commerce services in relation to other shopping methods (cross-border e-commerce platforms, payment services), and government companies to improve control over compliance with laws related to the protection of users' personal information, the security of payments and goods, as well as to improve the quality and efficiency of goods delivery across Russia. (supervisory authorities, Russian Post).

목차 (Table of Contents)

• Chapter 1. Introduction 1
• Chapter 2. Background information of Russian Far Eastern federal district 4
• 2.1. Significance of the region 4
• 2.2. Statistical data on e-commerce market in Russia 7
• Chapter 3. Literature review 17
• 3.1. Relevant research on Fuzzy AHP 17
• 3.2. Knowledge gaps 20
• Chapter 4. Methodology 23
• 4.1. Fuzzy AHP 23
• 4.2. Criteria and survey design 29
• Chapter 5. Results 36
• 5.1. Results of socio-demographic part of the survey 36
• 5.2. Results of criteria and sub-criteria questionnaire part of the survey 38
• Chapter 6. Discussion 49
• 6.1. Theoretical implication 49
• 6.2. Practical implication 49
• Chapter 7. Conclusion 55
• Bibliography 60
• Appendix 63
• Abstract in Korean 75