Using AHP to Investigate Qualitative Aspects of Business English E-learning Websites

Paul Juinn Bing Tan1,a, Chia-Cheng Chao2,b, Zheng-Yun Zhuang3,c, Ming-Hung Hsu4,d
 
aNational Penghu University of Science and Technology, Department of Applied Foreign Languages
bNational Taipei University of Education, Department of Information Science
cNational Kaohsiung University of Science and Technology, Department of Civil Engineering
dNational Penghu University of Science and Technology, Department of Electrical Engineering
Corresponding author: Dr. Chia-Cheng Chao, victor@tea.ntue.edu.tw
 
Abstract: 
This study explores the website characteristics that are most useful to learners of English. Website characteristics include systems, information, access and service. Users are more likely to use websites that match their preferences. We used the analytic hierarchy process (AHP) to develop an evaluation model that prioritizes website quality factors, including system, information, access and service quality. The results revealed similarities and differences in the impact of system, information, access and service quality on website and search engine quality. System designers can use the results of this study as a reference to improve the appeal of their e-commerce websites. The results of this study can also be used by social scientists to identify cultural trends.
 
Keywords: 

AHP (analytic hierarchy process), Website quality, Search engine optimization (SEO), e-business success, English e-learning website

pages: 

555-556

DOI: 

https://doi.org/10.35745/ecei2019v2.141

Year: 

2019

Published in: 

2nd Eurasian Conference on Educational Innovation 2019

Full paper download: 
PDF icon 555-556.pdf