臺灣博碩士論文加值系統

隨著現代科學及資訊科技發展，資訊科技為印尼電子商務帶來許多契機，在流行時尚之應用更值得一提，印尼在流行時尚上使用電子商務起步後便迅速發展，成為印尼零售業者擁戴的銷售方式。
然而，與已開發國家比較，印尼在電子商務之開發程度較低並處於起步階段，在服務範疇上仍有許多問題存在。此外，印尼電子商務市場比起總體零售銷售僅占極小部分，即為總額美金1340億之0.7% (美9億)，此數據遠遠小於印尼目前5千萬名網路使用者，基於上述，印尼電子商務服務品質仍存在改善空間。
此研究採用量性研究（問卷調查）及質性研究（深入訪談），以探討印尼電子商務顯著性與現況，進一步評估印尼服飾網路零售商之服務品質。
研究結果發現：一、確定「合理價格」、「促銷活動」、「運送服務」及「服務態度」為印尼網路零售商四項策略要點；二、「答覆服務」及「補償措施」為印尼網路零售業首要提升服務品質之兩大要點；三、「隱私保密」、「聯絡窗口」及「答覆服務」為網路購物者最重視要素。
此研究使用IPA測量印尼服務網路零售商之服務品質，研究結果旨在縮小服務及績效間之差距並提出其整體概觀。

With the development of modern science and information technology (IT), the internet has brought a lot of new opportunities for Indonesia e-commerce particularly in the fashion area. E-commerce for fashion in Indonesia has begun and is developing rapidly, it has already become one of the most popular business conducted by Indonesia sellers.
However, comparing with the developed countries, Indonesia e-commerce generally has a lower development level and is still at the initial stage, still exist many problems especially in the service area. Moreover, Indonesia’s e-commerce market is a drop in the ocean compared to total retail sales, at only 0.7% (USD0.9 billion) out of USD134 billion. This number is less than the number of internet users in Indonesia, which is 50 million people. On the other hand, as online retailing grows, service quality has been identified as a crucial factor to successfully and sustainably manage online shops. In respond to this matter there is a need to advance the quality of e-commerce services in Indonesia.
This study adopts the methods of both qualitative (in-depth-interview) and quantitative (questionnaire), to expound the significance ＆ analyze the current situation for Indonesia’s e-commerce and then evaluate service quality of Indonesia apparel e-retailers.
The important findings of this study are as follow: 1) four strategies to deal with competition from Indonesia e-retailers’ perspectives were identified – reasonable pricing, promotion, service delivery and service attitude; 2) responsiveness and compensation factors were found as high priority for Indonesia e-retailers in order to improve their service quality; 3) privacy, contact (the availability of assistance through telephone or online representatives) and responsiveness were considered as the most important factor from e-shopper point of view.
This study is one of the first attempts to use Importance Performance Analysis (IPA) to evaluate service quality of Indonesia e-retailers for apparel. The findings provide a holistic view and bridge the gap between service and performance.

TABLE OF CONTENTS

Acknowledgement I
摘要 II
Abstract III
Table of Contents V
List of Tables VII
List of Figures VIII

Chapter I - Introduction 1
1.1 Research Background and Motivation 1
1.1.1 Fashion E-commerce in Indonesia 4
1.2 Research Objectives 5
1.3 Research Questions 6
1.4 Research Scope 6
1.5 Research Process 7
1.6 Research Structure 9
1.7 Research Contributions 9

Chapter II – Literature Review 10
2.1 Development of Internet in Indonesia 10
2.2 E-commerce 12
2.2.1 E-commerce in Indonesia 15
2.3 Electronic Service 16
2.3.1 E-Service Quality 17
2.3.2 Measuring E-Service Quality 19
2.4 Importance-Performance Analysis 25


Chapter III– Research Methodology 30
3.1 Data Collection 30
3.2 Data Analysis Procedure 37


Chapter IV – Results 39
4.1 Findings from Indonesia E-retailers 39
4.1.1 Characteristics of Interviewees 39
4.1.2 Interview Results of Indonesia Apparel E-retailers 41
4.2 Findings from Indonesia E-shoppers 48
4.2.1 Characteristics of Respondents 48
4.2.2 Reliability Test and Descriptive Statistics 50
4.2.3 Gap Analysis of Current Services 52
4.2.4 IP Maps of Current Services 57


Chapter V – Conclusion and Discussion 63
5.1 Discussion and Conclusions 63
5.1.1 Discussion 63
5.1.2 Conclusions 64
5.2 Research Limitation and Future Direction 68


References 69
Appendices 73
Appendix 1: Interview Protocol – E-retailers 74
Appendix 2: The Questionnaire – E-shoppers 76

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