應用層級分析法探討織巾產業行銷網站品質對電子商務之影響

Use of AHP for Investigating the Website Quality Effect of Towel Industry on E-business Success

李諺欣(Yen-Hsin Lee)

指導教授 ： 陳大正

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2014年)

https://doi.org/10.6827/NFU.2014.00079

摘要

雲林織巾產業為本地最重要的傳統產業之一，曾經創造了黃金十年的榮景，但在台灣加入了WTO，並與中國大陸簽訂了ECFA後，織巾產業面臨了巨大危機與挑戰，而資訊科技的快速進步，迫使產業必須以最快的方式進步，並且改變商業經營型態，以滿足廣大消費者的需求。以往的傳統行銷經營方式已無法滿足市場的變化。

　　隨著時代的變遷，網際網路時代的崛起，織巾產業轉型是必然的趨勢，但是產業轉型所帶來的不確定性，卻是讓企業決策者無法前進的一大阻礙，所以本研究欲探討織巾網站品質對電子商務之影響，透過 DeLone and McLean所提出改良式資訊系統成功模式與電子商務成功模式與實務訪談來訂定本研究之構面，而後待各專家對於評估指標意見達收斂後，再應用層級分析法(Analytical Hierarchy Process, AHP)計算出各評估指標的權重，以建立一套使用於織巾網站品質評估之指標，讓還沒轉型的織巾業者可以依此為依據進行決策判斷，也讓已經轉型之業者評估哪些層面是一開始沒有顧及到的，而得以進行改善與更新。

　　本研究結果顯示織巾網站品質評估以供應商品質(0.309)為最高，次高為服務品質(0.293)，之後則為資訊品質(0.206)與系統品質(0.191)研究結果發現使用者最在意的還是在於供應商的滿意度、信譽、商品價格、知名度等。

關鍵字

織巾產業發展現況 ； 改良式資訊成功模式 ； 電子商務成功模式 ； 層級分析法

並列摘要

Towel industry is one of the most import traditional industries in Yunlin County in Taiwan. It resulted in a huge amount of commercial interests for these traditional industries in the past decade. When Taiwan becomes the member of the World Trade Organization (WTO) and signed The Economic Cooperation Framework Agreement (ECFA) with China, Towel industries faced enormous challenges of dumping abroad. So, the towel industry in Taiwan has to improve the conventional business mode to meet market demand.
　With the rise of the Internet, towel industry the Internet related technology may be utilized and applied to create the new business model. However, any of the industrial transformation may also be brought about by uncertainty which is another challenge for the corporate decision makers to overcome. In this study, it is to investigate the website quality effect of towel industry on e-business. First, understand the towel industry development status through literature review, and then DeLone and McLean’s Information system success model and e-business success extended through applying an analytic hierarchy process are used. The study identified various significant factors of website quality, as well as the priority of alternative web sites across e-business domains and between stakeholders. Moreover, it is found that the website with the higher quality would result in the higher business performance. The findings of this study may be able to provide decision makers in towel industry with more useful insights to enhance their website quality as well as to have better marketing and earn more profits.

並列關鍵字

Towel industry development status ； Information system success ； E-business success ； Analytic Hierarchy Process (AHP)

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