網路購物平台選擇決策之研究

A Study for Selecting Decision of Online Shopping Platform

高雅琪(Ya-Chi Kao)

指導教授 ： 簡德金

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2015年)

https://doi.org/10.6827/NFU.2015.00069

摘要

儘管已有不少學者提出網路購物平台選擇之相關研究，但內容較少提及選擇的步驟、流程，導致企業較難參考執行。為此，本研究觀察台灣、中國、香港等17家購物平台之制度、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優劣順序排名」，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。結果顯示，網路商店業者在選擇網路平台時，會考量購物平台是否有提供(1)良好的廣告手法運用；(2)產品銷售資訊；(3)建立完善的退貨退款機制；(4)多元交易機制等。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 Method 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. These results show online stores select online shopping platform will consider: (1) a good promotional advertisement; (2) product sales information; (3) improve establish return and refund; (4) diverse payment et al. 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 Method ； Multiple Attribute Decision Making ； Selecting Decision

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