本研究以消費者觀點做深入分析,並以文獻探討網購消費之關鍵變數,藉由層級分析法(AHP)決策評選系統,透過專家問卷分析之方式,提出具體馬來西亞農產品網路購物成功關鍵因素,並針對未來有意從事馬來西亞農產品網路通路之賣家提出經營建議。 其研究結果顯示馬來西亞農產品網購通路成功關鍵因素主構面中產品因素、品牌因素、行銷因素、服務因素、介面因素的權重值分別為0.561、0.190、0.105、0.078、0.064,另外,將各構面評估準則的局部權重再以予排序可得知,產品因素的評估準則先後排序為:商品品質、商品說明、商品樣式;品牌因素的評估指標排序為:知名度、商譽、品牌形象;行銷因素的評估指標排序為:訂價、促銷、運費方案;服務因素的評估指標排序為:退換貨服務、付款方式、諮詢及申訴;介面因素的評估指標排序為:交易安全、網站設計、內容更新。另外,分別檢視各評估指標的加權權重,其中排名前五的評估指標分別為:商品品質、知名度、商品說明、商品樣式、訂價。說明了在農產品網購通路成功關鍵因素中此五個評估指標是所有項目中相對較為重要的評估項目。
This study makes an analysis from the consumer opinion, and discusses the key variables of online shopping consumption by literatures. Through the Analytic Hierarchy Process (AHP) decision-making selection system, and the analysis of expert questionnaires, the key factors of the success for online shopping about Malaysian agricultural products are proposed. The research results show the weights of the main factors of the success of Malaysian agricultural products online shopping channel. Brand factors, marketing factors, service factors and interface factors are 0.561, 0.190, 0.105, 0.078, 0.064. The weighted weights of each evaluation indicator are examined. The top five evaluation indicators are: product quality, popularity, product description, product style, and pricing. It is indicated that these five evaluation indicators are the relatively important evaluation items in all projects in the Key factors for the successful online shopping route of agricultural products.