近幾年來,科技發達改變消費者以往購物的習慣,網路商店創業大量興起,然而在激烈的市場競爭中,為了瞭解網路商店創業經成功的因素,以作為其他網路商店創業經營策略擬定之參考,本研究將深入探討綜合性網路商店創業的關鍵成功因素。 本研究首先蒐集關鍵成功因素的相關文獻,以專家意見諮詢問卷,諮詢四位網路行銷方面專家學者意見,綜合他們的寶貴建議,建構出綜合性網路商店創業關鍵成功因素的層級架構,分別為四個主要構面:「產品優勢」、「網站建置」、「顧客服務」、「組織能力」,以及十七個次要構面因素,再邀請十五位該領域的學術及產業界專家進行AHP專家問卷,最後利用層級分析法(AHP)歸納分析專家學者們的意見,研究結果顯示四個主要構面中,「產品優勢」最受專家學者們重視權重為0.520,其他三個構面依序為顧客服務(0.251);網站建置(0.116);組織能力(0.114),十七個次要構面因素中,整體權重排序較高的前七項因素依序為:1.產品品質(0.128);2.價格因素(0.123);3.獨特創新(0.117);4.品牌形象(0.102);5.顧客滿意度(0.095);6.配送品質(0.065);7.顧客忠誠度(0.059)。本研究結果及建構的層級架構可供綜合性網路商店創業者創業及經營管理之參考。
The progress of technology in recent years has changed the past shopping habits of consumers; and, online stores have largely emerged. In the fierce market competition, key success factors in starting businesses of online stores need to be understood for the reference of other online stores formulating business strategies. The key success factors in starting businesses of general online stores are discussed deeply in this study. Literatures related to key success factors are first collected. With expert questionnaires, four experts in online marketing are inquired the opinions. Based on the suggestions, the hierarchical structure of key success factor for starting businesses of general online stores is constructed. Four major dimensions of Product Strength, Website Building, Customer Service, and Organizational Capacity and 17 sub-dimensions are covered. Furthermore, 15 academic and industrial experts in the field are proceeded AHP expert questionnaire survey. Finally, Hierarchy Process (AHP) is applied to analyze the expert opinions. The research results show that Product Strength, weighted 0.520, is mostly emphasized by the experts, and the rest dimensions are ordered Customer Service (0.251), Website Building (0.116), and Organizational Capacity (0.114). Among the 17 sub-dimensions, the top seven factors are ranked: 1. Product Quality (0.128), 2. Price Factor (0.123), 3. Uniqueness and Innovation (0.117), 4. Brand Image (0.102), 5. Customer Satisfaction (0.095), 6. Distribution Quality (0.065), and 7. Customer Loyalty (0.059). The research results and the constructed hierarchical structure could provide general online store entrepreneurs with reference for starting a business and management.