網路購物平台之選擇決策

儘管已有不少學者提出網路購物平台選擇之相關研究，但內容過於概念且不具全面考量，導致企業難以參考執行。為此，本研究觀察台灣、中國、香港等17家平台之制度、服務、功能及活動等差異；同時，(1)歸納過去研究成果所提出之成果項目；並以質性訪談法建立「網路購物平台選擇決策表」；接著，(2)以模糊德爾菲及多屬性決策，建立「網路購物平台選擇決策類別之排名」，以呈現各決策類別重要度差異與排名順位；最後，說明本研究成果及其管理意涵。相信，本研究成果不僅能轉化過去僅有的單純概念，成為具體可行的實務應用準則，更能協助經營者選出最佳的網路購物平台。

關鍵字

網路購物平台；質性訪談法；多屬性決策法；選擇決策

並列摘要

Although many scholars had proposed lots research results about online shopping, but they are quite vague that enterprises are hard to practice it. Hence, this research observes the online store policies, services, functions, and activities among 17 online shopping platforms in Taiwan, China, and Hong Kong. And, this research (1) finds online stores assessment items by literature review and qualitative interviews to establish ＂online shopping platform selecting decision table＂; (2) applies Fuzzy Delphi method and Multiple Attribute Decision Making to decide the priority of selecting decision categories. This research results can translate vague concept into physical principle, and even assist enterprise to select online shopping platform.

並列關鍵字

online shopping platform ； qualitative interviews ； multiple attribute decision making (MADM) ； selecting decision

參考文獻

喻奉天、蘇國瑋、許孟祥、王昭文、林盈君(2010)。不確定性與信任對線上消費者購買意願之影響。電子商務學報。12(3)，431-455。

Close, A. G.,Kukar-Kinney, M.(2010).Beyond buying: Motivations behind consumers' online shopping cart use.Journal of Business Research.63(9-10),986-992.

Google Scholar

Ganesh, J.,Reynolds, K. E.,Luckett, M.,Pomirleanu, N.(2010).Online shopper motivations, and e-store attributes: An examination of online patronage behavior and shopper typologies.Journal of Retailing.86(1),106-115.

Google Scholar

Hsu, C. H.,Yang, C. M.,Chen, T. C.,Chen, C. Y.(2010).Applying AHP method select online shopping platform.Service Systems and Service Management(ICSSSM).(Service Systems and Service Management(ICSSSM)).