{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,10]],"date-time":"2026-06-10T15:30:37Z","timestamp":1781105437789,"version":"3.54.1"},"reference-count":16,"publisher":"IGI Global Scientific Publishing","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,10,1]]},"abstract":"<p>O2O is a new E-Commerce model, and has become an important strategy for the development of enterprises, which can improve not only corporate performance, but also corporate recognition through the combination of online and offline interaction. How to evaluate the effect of network marketing in O2O model scientifically and effectively will become the new research focus. Based on the GIOWA operator method, this paper determines important indicators of evaluating network marketing performance in O2O model, establishes the comprehensive evaluation system of network marketing performance in O2O model, and uses the AHP method to determine weights. Through the example, this method can be effectively applied to the evaluation of network marketing performance in O2O model of enterprises.<\/p>","DOI":"10.4018\/jeco.2014100102","type":"journal-article","created":{"date-parts":[[2015,2,26]],"date-time":"2015-02-26T14:51:02Z","timestamp":1424962262000},"page":"13-22","source":"Crossref","is-referenced-by-count":4,"title":["Research on Comprehensive Evaluation of Network Marketing Performance in O2O Model-Measuring by GIOWA Operator"],"prefix":"10.4018","volume":"12","author":[{"given":"Wanxin","family":"Xue","sequence":"first","affiliation":[{"name":"Management College, Beijing Union University, Beijing, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yilei","family":"Pei","sequence":"additional","affiliation":[{"name":"Management College, Beijing Union University, Beijing, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Dandan","family":"Li","sequence":"additional","affiliation":[{"name":"Management College, Beijing Union University, Beijing, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"jeco.2014100102-0","doi-asserted-by":"publisher","DOI":"10.1108\/02634501111117629"},{"key":"jeco.2014100102-1","first-page":"133","article-title":"Discussion on network marketing strategy of SMEs in Heilongjiang province.","volume":"6","author":"D.Chen","year":"2006","journal-title":"Science-Technology and Management"},{"key":"jeco.2014100102-2","first-page":"42","article-title":"Research on network marketing performance evaluation method.","volume":"6","author":"W.Dai","year":"2009","journal-title":"E-Business Journal"},{"key":"jeco.2014100102-3","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1007\/s12543-011-0075-8","article-title":"Scheme choice for optimal allocation of water resources based on fuzzy language evaluation and the generalized induced ordered weighted averaging operator.","volume":"2","author":"F.Ding","year":"2011","journal-title":"Original Article Fuzzy Inf. 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