Applying the Analytic Hierarchy Process (AHP) to Explore the Key Influencing Factors of Consumption Stimulation in Taiwan'S Organic Bookstores

EasyChair Preprint 15424

Abstract

Organic bookstores, emerging as cultural and community hubs, play a crucial role in promoting sustainable living and intellectual engagement. This study explores the critical factors that stimulate consumer behavior in Taiwan’s organic bookstores, drawing insights from the Peak-End Rule (Kahneman, 1993). The Peak-End Rule, a psychological heuristic, suggests that people's overall perception of an experience is heavily influenced by the peak (the most intense point) and the end of the experience.To systematically analyze these factors, we employed the Analytic Hierarchy Process (AHP) to construct a hierarchical framework. This framework was developed through a combination of literature review and expert interviews, focusing on five key dimensions of customer experience: Experience, Cognition, Surprise, Glory, and Connection.Expert interviews, including discussions with the executives of Taiwan’s prominent organic bookstores, provided valuable insights into how these factors influence consumer behavior. The AHP methodology facilitated the prioritization of these factors by analyzing their relative weights, thereby identifying the most impactful elements. The study reveals that connection and experience are pivotal in differentiating organic bookstores from traditional ones, making them more attractive and fostering customer loyalty. This suggests that organic bookstores should emphasize creating surprising, unique experiences and nurturing a sense of community to enhance customer engagement and stimulate consumption.The findings provide a strategic framework for organic bookstores to refine their business models and marketing strategies, potentially serving as a guide for other niche retail markets aiming to enhance customer satisfaction and loyalty.

Keyphrases: Analytic Hierarchy Process, Taiwan's Organic Bookstores, consumption stimulation

@booklet{EasyChair:15424,
  author    = {Jhihting Chen and Huiping Lai},
  title     = {Applying the Analytic Hierarchy Process (AHP) to Explore the Key Influencing Factors of Consumption Stimulation in Taiwan'S Organic Bookstores},
  howpublished = {EasyChair Preprint 15424},
  year      = {EasyChair, 2024}}