[[alternative]]A study of key successful factors : a case study of eastern-home shopping

碩士[[abstract]]本研究有鑒於網路購物已成為企業及顧客彼此間的一種新的交易模式，根據資資策會 (MIC) 2011年調查報告顯示，台灣的B2C的電子商務市場已達2,500億元，過去幾年都是呈現3-4成的成長率，營收佔台灣整體零售市場的營收百分比約6.4％左右，然而大多數購物網站仍未能找出該公司的營運方式及獲利模式以致面臨倒閉關站的命運，如今環境更趨於飽和，未來成長的力道也將會緩慢下來，故經營購物網站的業者更應把握、了解關鍵成功因素，建立該公司的獲利模式，才能長久經營下去。 本研究以「東森購物網」為研究對象，東森購物本身是擁有電視、網路、型錄及手機等四個通路之大型零售業者，集團擁有廣大資源可相互支援，相較於一般純網購業者來說，經營方式會有些許不同，藉由相關文獻探討與經營者訪談分析，歸納出東森購物網之關鍵成功因素條列如下: 1. 價格/品質為購物網站最重要的關鍵成功因素。 2. 商品種類/數量會影響顧客回購的意願。 3. 資訊安全性與購物網站能否永續經營有密切的關係。 4. 網站操作便利性、站內搜尋引擎效率與客戶的購物樂趣、網站停留時間有關。 5. 簡化交易、退貨流程可提升客戶的網購意願。 6. 適當的促銷活動可有效提升網站的買氣。 7. 簡單易用的網站客服介面並兼顧資訊的正確性與即時性將會提高顧客的滿意度。 8. 市場區隔可以塑造以客為尊的網站形像。 關鍵字：購物網站、網路購物、關鍵成功因素。[[abstract]]Abstract: In this study, online shopping has become a new trading patterns between business and customer. According to Institute for Information Industry (MIC) of the 2011 survey report showed that Taiwan''s B2C e-commerce market has reached $ 250 billion, showing a growth rate of 3-4 percent in the past few years. The total revenue is accounted for the overall retail market in Taiwan is about 6.4%.However, most of the shopping sites have not been able to identify the mode of operation and profit and finally facing the fate of the closing. After the rapid development for decades, the market tends to be more saturated, the strength of future growth will also slow down. Industry business in the shopping site should grasp and understand the critical success factors in order to build the company''s best business model. In this study, the Eastern Home Shopping Network(EHSN). EHSN is a large retailer and has four channels such as TV, Internet, catalog and phone. The Group has resources which available to support each other channel. By Comparing to pure online shopping industry, the mode of EHSN operation is slightly different from others. Through literatures review and interviews, a summary of critical success factors of the EHSN are listed as below: 1. Price / quality is the most critical factor to build a successful online shopping platform. 2. Types of goods / quantity will affect the willingness of the customer''s repurchase. 3. Information security is closely related to the sustainable development of a shopping website. 4. The User-friendliness and search engine efficiency of a website will affect its customer''s shopping experience and the time they spend on it. 5. To simplify the procedure of purchase and return can enhance the customer''s willingness to spend. 6. Appropriate sales promotions can effectively improve sales volume. 7. The accessibility of the customer service platform and the accuracy and currency of the information will improve customer satisfaction. 8. Market segmentation can shape the image of customer-focused Web site.[[tableofcontents]]第一章 緒論 第一節 研究背景與動機........................................... .. 1 第二節 研究目的..... ..... ..... ..... .......... ... .... .... .. .. ..2 第三節 研究對象及範圍..... ..... ..... ..... .......... ... .. .. .... 3 第四節 論文架構..... ..... ..... .................. .. .. .. .. .. .. .. 4 第二章 文獻探討 第一節 名詞定義..... ..... ..... ..... ............. .. .. .. .. .. .. ..5 第二節 關鍵成功因素..... ..... ..... ..... ............. .. .. .. .. ..7 第三節 關鍵成功因素與策略之關聯............ ........ ............. . 14 第四節 網路購物行為分析..... ..... ..... ..... ............. .. .. ..17 第三章 產業現況分析 第一節 電子商務 (E-Commerce)與網際網路(Internet) ..................30 第二節 網路購物與購物網站.........................................34 第三節 電子商務的成功因素.........................................44 第四節 Yahoo購物中心................................. .. .... ....47 第五節 PChome 網路購物................................. .. .. .....50 第六節 未來趨勢......... .... .. .. .. .............................51 第四章 個案訪談結果 第一節 背景說明..................................... .... .. ..... .57 第二節 訪談之分析與匯總........................................... 64 第三節 訪談分析比較...................................... .... .....65 第四節 命題建立..................................... . ............67 第五章 結論與建議 第一節 研究發現................................. . . . . . . . . . . . . 75 第二節 研究結論................................. . . . . . . . . . ... .77 第三節 研究限制...................................................79 第四節 後續研究建議.............................................. 80 參考文獻 一、 中文部份......................................................82 二、 英文部份......................................................83 附錄 研究個案之訪談內容...............................................86 表目錄 表1-1受訪對象一覽表................................ .. . . .. ......3 表2-1國內、外學者對關鍵成功因素之定義.................... . .......6 表2-2網路商店購物各階段功能需求.................... . ............22 表2-3網路商店需求功能之分類.................... . ........... ....24 表2-4影響消費者上網購物之因素.................... ...............26 表3-1購物網站經營模式.......................... .................35 表3-2網路商店主要經營類型.......................... .............36 表4-1東森購物SWOT分析.......................... ................60 表4-2東森購物之目標市場訂定– 職業區分.......... ................61 表4-3東森購物之目標市場訂定– 年齡層區分........ ................61 表4-4訪談對象........ ........................................ ..64 表4-5訪談結果依關鍵成功因素重要性排序（由大至小）...............66[[note]]學號: 799550255, 學年度: 10