Optimal Selection of Korean Dramas for Commercial TV Stations in Taiwan by Using the AHP

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

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Developing a Decision Model for Selecting the Scripts of Trendy Taiwanese Dramas

International Journal of Innovation in the Digital Economy ◽

10.4018/ijide.2020100103 ◽

2020 ◽

Vol 11 (4) ◽

pp. 39-51

Author(s):

Pi-Fang Hsu ◽

Hua-Lin Yang

Keyword(s):

Analytic Hierarchy Process ◽

Subject Matter ◽

Delphi Method ◽

Decision Model ◽

Analytic Hierarchy ◽

Modified Delphi ◽

Evaluative Criteria ◽

Proposed Model ◽

The Subject ◽

Hierarchy Process

The script of a drama is key to achieving an outstanding performance. This study develops a new model for selecting the scripts of Taiwanese dramas based on the production manager's perceptions. First, the proposed model adopts the modified delphi method to determine suitable evaluative criteria for the scripts of contemporary Taiwanese dramas. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, thereafter rating the alternatives and selecting the best script. Additionally, a Taiwanese company is used how the scripts of Taiwanese dramas can be selected using this model. The results indicate that important criteria, in order of important, are characteristics of the story, the subject matter of the script, the meaning of the words, and the scriptwriter. The proposed model helps companies to effectively select the scripts of Taiwanese dramas, making it highly applicable for academia and commerce.

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Optimizing the Host of a Travel Program for Commercial TV Stations by Using the AHP and Sensitivity Analysis

International Journal of Decision Support System Technology ◽

10.4018/ijdsst.2014070102 ◽

2014 ◽

Vol 6 (3) ◽

pp. 30-42

Author(s):

Pi-Fang Hsu ◽

Chia-Wen Tsai ◽

Kun-Chung Chen

Keyword(s):

Sensitivity Analysis ◽

Delphi Method ◽

Research Model ◽

Weight Changes ◽

Analytic Hierarchy ◽

New Host ◽

Modified Delphi ◽

Evaluative Criteria ◽

Proposed Model ◽

Hierarchy Process

This study develops a model for selecting a host for a travel show. First, the proposed model adopts the “Modified Delphi Method” to find out suitable criteria to evaluative hosts of travel shows. Next, the research model applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of the evaluative criteria, and then ranks the alternatives and selects the optimum host for a travel show. Additionally, a well-known Taiwanese TV station is taken as an example, to demonstrate how a new host of a travel show is selected by applying this model. The results indicate that managers of commercial TV stations rank criteria in the following order of importance: “Image”, “Viewpoint from production”, “Professional skills”, and “Personal conditions”. Eventually, using the sensitivity analysis to test criteria when assessing factors of weight changes and how about the other assessment factors.

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An Endorsement Selection Model for Sports Celebrities in China

Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports ◽

10.4018/978-1-7998-7707-3.ch008 ◽

2021 ◽

pp. 142-156

Author(s):

Pi-Fang Hsu ◽

Chia-Hui Hsu

Keyword(s):

Selection Model ◽

Celebrity Endorsement ◽

Analytic Hierarchy ◽

Modified Delphi ◽

Proposed Model ◽

Target Company ◽

Sporting Goods ◽

Hierarchy Process ◽

Celebrity Endorsers ◽

Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

Download Full-text