Using Analytical Hierarchy Process Technique to Explore the Core Competencies of Online-Merge-Offline Personnel


In 2016, Jack Ma proposed the "New Retail" model of online to offline (O2O) integration, making online to offline become the future development trend of the retail industry. However, the supply of talents in the e-commerce field in Taiwan's retail industry is in short supply. Therefore, many universities have begun to offer related courses. The purpose of this study is to explore the Core Competences of Online-Merge-Offline (OMO) personnel. The Analytical Hierarchy Process (AHP) Technique method is adopted. The 12 experts (6 from the academia and 6 from the industry) were invited to conduct an AHP questionnaire on the core competencies for OMO personnel, and 11 valid questionnaires were recovered. The results show that, the weight of 0.308 of operation ability is the highest, followed by 0.265 of E-commerce ability and 0.263 of market ability in the target layer. After the total weight calculation, in the attribute layer, the highest is 0.156 for marketing planning, followed by 0.107 for platform content design and 0.076 for operation procedures. Due to the results, the study proposal two recommendations that are: relevant departments of universities can set up the OMO curriculum to cultivate talents needed by the industry. The second is the future researchers can propose teaching units of the OMO curriculum based on this study and develop teaching materials.

Author Information
Su-Chang Chen, National Penghu University of Science and Technology, Taiwan
Kuo-Cheng Chung, National Penghu University of Science and Technology, Taiwan

Paper Information
Conference: IICE2023
Stream: Curriculum Design & Development

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Posted by James Alexander Gordon