價值觀點下網路商店成功發展地圖之研究

A successful development map of e-shop on value view

王美芳(Mei-Fang Wang)

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2007年)

https://doi.org/10.6827/NFU.2007.00005

摘要

隨著網際網路蓬勃發展，網路商店已成為另一項重要的行銷通路。但隨著上網人數逐年增加，網路購物經驗人口並未因此而有高度成長。其原因除網路購物環境及資訊安全等仍未完善外，大多數企業對網路商店經營層面的了解不足也是主要原因。
　　為提供此問題之合理解決方案，本研究將首先，(1)透過文獻回顧、專家訪談與Focus Group、Delphi method等分析技術，掌握網路商店4大構面、16類別及68項成功關鍵因素；(2)建立網路商店經營價值觀點體系，作為評價各成功關鍵因素價值度差異之依據；(3)結合價值體系與Kano model概念，發展Kano價值模式，以掌握網路商店各成功關鍵因素之價值特性與類別；(4)運用FAHP(模糊層級分析法)技術展現4大構面與16類別之重要度順位，以作為企業階段性發展之依據；(5)最後，根據重要度順位，建立網路商店成功發展地圖。
　　相信，本研究成果不僅能成為網路商店發展過程中，更準確與系統化的參考程序，並能降低企業在網路商店發展過程中之摸索時間及失敗可能性。

並列摘要

Under fast development of the Internet, E-shops have become an important marketing channel. Despite the growth of Internet surfers, the population with experiences of shopping online has not grown to a significant level. In addition to the incomplete online shopping environment and security issues, the insufficient understanding of most enterprises about how to manage an E-shop is also the main reason.
　　To provide a seasonable solution to this issue, this study would (1) derive 4 constructs, 16 categories, and 68 key success factors via literature reviews, expert interviews, Focus Group, and Delphi method; (2) establish a value system of E-shops as the basis of assessing the difference in key success factors; (3) integrate the value system and the concept of Kano model to develop Kano value model, so as to get hold of the properties and category of each key factor; (4) apply FAHP (Fuzzy Analytic Hierarchy Process) to present the importance ranking of the 4 constructs and 16 categories as the basis for the staged development of enterprises; and finally; (5) according to the ranking, establish the successful development map for E-shops.
　　It was expected that the research results would serve as a reference for more accurate systemization of E-shops in the process of development and reduce the exploration time and possibility of failure in the process of test and trial.

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