臺灣博碩士論文加值系統

　　面臨快速變化的網際網路 (internet) 環境及更多元化的消費方式，網路商店如何透過網路提升競爭力，是其致勝的關鍵之一。隨著網路日漸普及化，因其具電子交易、資訊收集與分析、成本低廉的特性、再加上個人化、高互動、即時性與無限延伸的優勢，因此電子商務 (E-Commerce)經營模式對傳統經營模式產生許多經營管理上之挑戰，然而新興網路購物事業的蓬勃發展有賴提供顧客重要且具競爭優勢的價值，方能將網站瀏覽者轉變成消費者，進而成為忠誠顧客。
　
　　本研究主要目的是在探討網路市場導向在購物網站的網站成功的影響相關。主要以台灣前三大購物網站（eBay拍賣網、Yahoo!奇摩購物通及PChome線上購物）為研究樣本，並使用因素分析與結構方程模式(Structure Equation Model, SEM)分析方法對整體模式加以驗證。實證結果發現，網路市場導向會正向影響網路行銷策略、網路客製化及網站成功；網路行銷策略會正向影響網站成功；網路客製化會正向影響網路行銷策略；網路客製化無法正向影響網站成功。

　　Facing the rapid changing in internet environment and getting various shopping behavior, internet stores have to increase their competitiveness to achieve success. Because of it’s characteristics such as electronic transaction, information collection and analysis, low cost, personalization, high interactivity, real time, and extensibility, the business model of “E-Commerce” brings challenges to traditional model. However, in order to turn plain net surfer to customers and even loyal customers, E-Commerce has to provide competitive values.
　
　　The purpose of this research is to investigate the effects of internet -mediated market orientation on the web site success of the online shopping. This research used the Taiwan online shopping electronic commerce including eBay, Yahoo! and PChome as a primary research target. Employing factor analysis and the Structure Equation Model (SEM) for verification, the results indicate that the internet-mediated market orientation affect web site success and marketing strategy and customization. Marketing strategy and customization affect web site success.

中文摘.......................................... i
英文摘要.........................................ii
目錄.............................................iii
表目錄...........................................v
圖目錄...........................................vii
　
第一章 緒論......................................1
　1.1 研究背景與動機...............................1
　1.2 研究目的.....................................3
　1.3 研究流程.....................................4
　
第二章 文獻探討..................................6
　2.1 電子商務的探討...............................6
　2.2 網站成功.....................................7
　2.3 網路市場導向.................................9
　2.4 網路行銷策略.................................13
　2.5 網路客製化...................................15
　2.6 人口統計變數.................................17
　
第三章 研究方法..................................18
　3.1 研究架構.....................................18
　3.2 研究假設.....................................19
　3.3 各研究變數操作性定義與衡量內容...............20
　3.4 資料分析方法.................................23
　3.5 問卷設計與資料收集...........................28
　
第四章 研究結果與分析............................31
　4.1 樣本之描述性統計分析.........................31
　4.2 信度分析與效度分析...........................36
　4.3 相關分析.....................................46
　4.4 結構模式分析.................................47
　
第五章 研究結論與建議............................55
　5.1 研究結論.....................................55
　5.2 管理意涵.....................................57
　5.3 研究限制與後續研究建議.......................57
　
參考文獻.........................................59
　
附錄一：本研究問卷...............................66

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2.張國忠、丁承、丁慧瑩(民89)，商路商店行銷策略對消費者滿意度與服務價值認知之影響效果探討，商管科技季刊，第ㄧ卷，第三期，329-353頁。
　
3.張愛華、陳仁惠、陳俊儒(民94)，網路使用者購物價值、網路購物動機與其對網路行銷策略之偏好與反應，輔仁管理評論，第十二卷 ，第一期，61-64頁。
　
4.雷漢聲、李信勇(民94)，以資源基礎理論探討電子商務經營之成功要素—策略矩陣分析法之應用，輔仁管理評論，第10卷，第一期，187-216頁。
　
5.劉文良(民91)，e Business 電子企業概論，台北:知城數位出版。
　
6.蔡兆曦(民93)，電子商務網站成功模式之研究，國立嘉義大學管理研究所碩士論文。
　
　
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三、網路部份
　
1.創市際市場研究顧問公司,購物/拍賣網站品牌印象調查,2006年11月13日http://www.insightxplorer.com/news/news_11_13_06.html
　
2.創市際市場研究顧問公司, 台灣地區網拍平台使用行為調查,2006年11月13日http://www.insightxplorer.com/news/news_12_20_06.html