網際網路的發展促使網路購物成為一種普遍的消費型態,台灣的網路購物市場維持穩定的成長,並且具有可觀的產值,隨著跨國購物、兩岸經濟交流、4G時代發展等挑戰,網路購物市場必定競爭日趨激烈。根據80/20法則,了解重度網路購物者的購買決策儼然成為一重要課題,在競爭激烈的產業環境中,網路商家應有效地投入資源到正確的領域,以便獲取超額利潤。鑒於上述,本研究目的如下:(1)藉由國內外相關文獻探討,歸納重度網路購物者在網路購物時的影響因素;(2)運用模糊德慧法(Fuzzy Delphi Method;FDM)之專家意見,篩選出適宜的購買決策準則,並確立重度網路購物者之購買決策關鍵因素評估架構;(3)運用分析網路程序法(Analytic Network Process;ANP)求得各影響因素的相對權重及重要性排序,建立網路購物決策的權重體系。以期本研究結果可作為網路商家制定營運及行銷策略參考依據。 本研究以重度網路購物者為研究對象,採用模糊德慧法以進行重度網路購物者之購買決策關鍵因素準則之選取,再利用分析網路程序法,進一步求取各準則權重,並將之加以整合與排序。主要研究結果如下:(1)重度網路購物者進行網路購物決策時,優先考量之準則依序為「產品」、「產品重要性」、「資訊豐富性」、「網路資訊需求」;(2)重度網路購物者進行網路購物決策時,視「交易安全性」影響網路購買決策的重要性程度最低。
The development of internet makes the online shopping become a popular type of consumption. The online shopping market in Taiwan maintains stable growth, and has considerable value. Online shopping market will increasingly compete, because of cross-nation shopping, cross-strait economic exchanges and the development of 4G. According to the 80/20 rule, it’s important to understand heavy online shoppers’ buying decisions for internet businesses. According to these background, this thesis for three purposes:(1)to explore factors of heavy online shoppers’ buying decisions by reviewing literatures,(2)to establish the framework of heavy online shoppers’ buying decisions by using the Fuzzy Delphi Method,(3)to obtain relative weights of key factors and establish the weight system of heavy online shoppers’ buying decisions by using the Analytic Network Process. Due to consideration mentioned above, this research combines literatures about online shopping and suggestions of experts, adopt the FDM to select for key factors of heavy online shoppers’ buying decisions, and adoption of the ANP for every key factor weight value is established.
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