臺灣博碩士論文加值系統

本研究利用科技接受模式，分析Amazon電子商務網站的特性來做探討，以進行電子商務平台成功關鍵因素之探討；本研究以修正式德菲法進行專家問卷調查。
本研究在二次問卷後，專家意見已趨一致，並完成整個問卷調查；研究結果顯示，電子商務平台的成功關鍵因素包括開放產品評論、推薦系統、一鍵下單專利功能、暢銷書排行榜、免費試閱書本內容(含內文檢索)、電子書閱讀器搭費電子書販售、及禮物轉換功能。

In this study, the technology acceptance model was used to analyze the features of Amazon Webstore and the critical success factors of an e-commerce platform. The Modified Delphi Method was applied to conduct expert survey. Experts reached consensus after the second round of questionnaire survey but they continued to complete the entire questionnaire survey process. Study results showed that the critical success factors of an e-commerce platform included open product reviews, recommendation systems, patented single-key ordering function, bestseller lists, free trial access to book contents (including text retrieval), e-book readers bundled with e-book sales, and gift exchanges.

中文摘要 II
ABSTRACT III
誌 謝 IV
目次 V
表目錄 VI
圖目錄 VII
第壹章緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章文獻探討 4
第一節 電子商務的大環境 4
第二節 電子商務平台關鍵成功因素 5
第三節 Amazon經營策略及網站平台特性 10
第四節 科技接受模式(TAM) 14
第參章研究方法 17
第一節 研究架構 17
第二節 修正式德菲法與問卷設計 17
第肆章資料分析 24
第一節問卷回收率 24
第二節第一回合問卷回收分析 24
第三節第二回合問卷回收分析 27
第四節整體資料分析 30
第伍章結論與建議 31
第一節 研究發現 31
第二節 研究結論 32
第三節研究限制與後續研究建議 33
參考文獻 34
附錄一第一回合專家問卷 39
附錄二第二回合專家問卷 43

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