| 摘要: | 網際網路的興起，帶動了網路購物的風氣，人們的生活方式也因此有所改變，電子商務(Electronic Commerce,簡稱EC)成為現今重要課題。電子商務的興起，消費者行為亦成為學者們研究的對象，以往學者多以消費者為主較多，隨著開店平台的成長，許多中小企業都試著在開店平台架設自己的網路商店，因此本研究將探討線上開店平台選擇因素之研究。本研究透過層級分析法(AHP)找出選擇平台的之因素，再透過重要及滿意意(IPA)分析平台優勢與須改進之處。 本文透過文獻回顧以及網頁的觀察，擬出相關的選擇因素，再透過德菲法來確認本研究的評估因素，分別包含了「前端平台」、「金物流機制」、「營運成本」、「行銷機制」、「後端管理」等五個構面，每個構面下各有四個評估準則，共計20個準則。 經由AHP的研究結果顯示，「行銷機制」是三個網路平台供應商皆重視的準則，而網路書店重視的是「前端平台」，這些評估準則的順序可以當成未來線上開店的實際操作參考之指標。另外在重要及滿意意(IPA)分析部分，以「版面多元選擇」、「市場佔有率」兩個評估準則須加以改善，而「瀏覽速度」、「平台使用費」、「平台知名度」、「訂單管理」皆為其優勢，須加以保持。
The emergence of cyberspace and the Internet has brought upon the trend of online shopping, and e-commerce has become an important topic of the present day. With the advance of e-commerce, consumer behavior has also become a topic of interest for research. In the past, most researchers focused mainly on the consumer. Along with the growth of open platforms, small and medium-sized enterprises attempted to set up e-commerce on the open platforms. In this study, the factors affecting the choice of e-commerce platforms were explored. Factors affecting the choice of platforms were determined using the analytic hierarchy process. Related decision factors were drawn up from the literature review and website observations. Furthermore, these decision factors were verified via the Delphi method. The decision factors included five dimensions, namely “front end platform”, “cash flow mechanism”, “operating cost”, “marketing mechanism”, and “back-end management”, as well as 20 evaluation criteria. The strengths and weaknesses of platforms were analyzed using the importance –performance analysis. Findings showed that “marketing technique” was regarded as an essential criterion by three network platform suppliers. Online bookstores prioritized “front-end platform”. Moreover, two evaluation criterions, “multi-layout option” and “market share”, were found to be weak in the importance-performance analysis and required improvement. On the other hand, strengths were found in the criteria “browsing speed”, “cost of using platform”, “platform popularity”, and “bill management”, all of which should be further preserved. |
