臺灣博碩士論文加值系統

在網際網路的普及下，眾多廠商已投入大量資金於電子商務，但以電子商務為行銷方式的成功案例卻寥寥無幾。本研究以網路店面為研究對象，提供一組標準元素去描述一般使用者介面及內容，並藉由此標準元素之組合來評比網站之優劣。此一標準元素（Element Schema） 乃以HTML之標籤（Tag）為主要考量之對象，針對網路店面的使用者介面及所呈現之內容定義而來。為了探討並比較各元素在各個全球性熱門網站與較不受歡迎網站間之差異性及其所隱含的意義，本研究針對各元素在此兩類網站中的分佈情形進行統計分析，發現有部分元素於此兩類網站中的分佈數量的比率有顯著差異，利用這些在數量比率上有顯著差異之元素與其他統計分析所得之推論，對網路店面進行再造，作為成功網站之雛形範例。最後利用鑑別分析對此範例再作進一步評估，證實此為一成功範例，由此驗證本研究之各個元素數量對於網站優劣有決定性影響為可接受之假設。

This research provides a standard for generalizing the content of Internet storefronts. An element schema, which is created and defined using HTML tags categorizes the user interface and information elements presented on Internet storefronts. In order to explore the rule that elements play in characterizing popular and unpopular Internet storefronts, an analysis of the distribution of elements within the best and worst Internet storefronts was conducted. After extracting the elements underlying the construction of the best and worst Web-sites, a prototype storefront was reengineered to demonstrate the derived principles.

ABSTRACTI
中文摘要II
誌謝辭III
TABLE OF CONTENTSIV
LIST OF TABLESVI
LIST OF FIGURESVIII
1. INTRODUCTION1
1.1 Research Motive1
1.2 Research Purpose1
1.3 Thesis Organization3
2. BACKGROUND4
2.1 Overview of Business on the Web4
2.2 Flow Experiences on the Web6
2.3 Interactive Marketing on the Web10
2.3.1 Factors Influencing Marketing on the Web10
2.3.2 Overview of Transactions on the Web12
2.3.3 Customer Acceptance of Online Transaction13
2.4 Classification of Commercial Web Sites15
2.5 Evaluation of Web Sites17
3. AN ELEMENT SCHEMA APPROACH19
3.1 HTML Tags19
3.2 Creating the Code Sheet22
3.3 Verification of the Code Sheet24
3.4 A Prototype Web site for Illustration25
4. METHODOLOGY31
4.1 Generalize the Web Site Interfaces32
4.2 Analysis of B2C Web Sites32
4.2.1 Element Extraction34
4.2.2 Principal Components Analysis37
4.2.3 Element Extraction from Different Data Sources41
5. IMPLEMENTATION AND EVALUATION47
5.1 Software and Environment Requirement47
5.2 Internet Storefront Prototype47
5.3 Order Process53
5.4 Prototype Evaluation64
5.4.1 Discriminant Analysis64
5.4.2 Results of the evaluation66
6. DISCUSSION AND CONCLUSION68
REFERENCES69
APPENDIX A: THE CODE SHEET74
APPENDIX B: ASP PROGRAM76
APPENDIX C: ROW DATA109
APPENDIX D: SAS PROGRAM 114

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