A Study on Evaluating Criteria for Electric Bicycle Purchase Using ISM and ANP Methods

This study explores the increasingly complex nature of product design in customer-oriented industries due to the diversification and complexity of customer demands. The multiplicity of customer expectations complicates product design decisions. The aim of this study is to deeply understand the attributes of customer demand when purchasing electric bicycles, and to integrate Interpretive Structural Modelling (ISM) and Analytic Network Process (ANP) to assess the impact and interrelationships of these attributes. ISM is used to calculate the relationships between attributes, while ANP ensures the consistency and accuracy of evaluation weights to identify the priority improvement sequence most valued by customers. The study identifies five major evaluation criteria for electric bicycles: functionality, price and brand perception, practicality and performance, aesthetics, and safety. Among these criteria, safety emerges as the most prominent concern for customers, focusing primarily on the reliability of braking systems, antiskid tires, and nighttime riding lights. Following safety, practicality and performance considerations include factors such as range, charging time, vehicle weight, maximum speed, and climbing capability. Functionality ranks third in customer preferences, highlighting the importance of diverse features such as electric assist modes, multi-speed transmissions, and suspension systems. In terms of price and brand perception, consumers not only consider price competitiveness and brand reputation but also place significant emphasis on the completeness of after-sales service and warranty terms. Lastly, while aesthetics holds a relatively lower weight in overall criteria, consumer interest in exterior design and color coordination directly impacts product marketability and consumer purchasing decisions. In conclusion, these research findings provide crucial market insights to manufacturers, guiding product design directions and adjustments in market strategies to enhance product competitiveness and overall customer satisfaction.