Document Type



Under the prerequisite that virtual markets need a unit of analysis other than traditional markets, business model is set as the unit of analysis of this research. In this research, in order to help choose Internet business model that creates the most value, evaluation indexes for valuecreation potential of Internet business models are developed. As research methods, deductive method and analytic hierarchy process (AHP) are used. As the first stage of deduction process, the improved profits and the reduced costs, which factors are classified and quantitative and qualitative evaluation indexes of two dimensions are extracted by related studies. Then, evaluation indexes are corrected, complemented and verified through the expert interview, and analytic hierarchy is documented. As the result, the improved profits dimension outweighed the reduced costs dimension, and each qualitative effect outweighed each quantitative effect. The overall consistency index showed to be 2%, which means that all the experts are determined to have rational consistency.