The Study of Legislator Website Product Attributes Evaluation--from Users' Points

全球資訊網(WWW)的出現，其結合有文字、聲音、動畫、影像等多媒體的特性，且具有即時性、互動性、低成本、全天候、無國界、多媒體等特性，使得網際網路成為現有的報章雜誌、廣播、電視之後最具影響力的第四大媒體。這股風潮，民意代表自然也不能置身事外，民意代表的個人網站紛紛成立，但究竟網友要的是什麼樣的民意代表網站，則少有相關研究。本研究採問卷法蒐集資料，再以多變量方法分析回函資料，期能從網站使用者的角度，給予個案網站----「賴士葆選民服務網」產品策略上的建議，研究結論如下：一、 產品定位方面：從網友對11個產品屬性重要性的評估，及網友對個案網站在11個產品屬性的評價，將建議策略分成以下四種：(1)強調策略：立委的形象與專業度佳、網站有線上服務區、網站上有留言版及電子信箱、網站的內容豐富且更新度高。(2)改善策略、對私人資料的保密性、網站的下載速度及穩定性。(3)保持策略：網站的親和力高、網站提供會員優質服務、有屬於自己的社群。(4)放棄策略：有多媒體的應用使網站更生動、網站的娛樂性好。二、 產品改進策略方面：區分目標市場（產品強度較高的一群）及非目標市場的網友對產品屬性的要求是否有所不同。結果兩者在網站有留言版及電子信箱、網站的娛樂性好這兩個產品屬性上重視程度有明顯差異，建議要掌握目標市場的心，可從此兩項產品屬性，特別是留言版及電子信箱下手。Since the emergence of the WWW, it brings multimedia characteristics, combining text, voice, animation and video. Real time, interaction, low-cost, no time limit, and no border restriction make it become the fourth media subsequently to newspaper, broadcast, and television. This trend makes legislators setup their personal websites; however, there are scant studies about what kind of website users really need.This study adopts questionary method to gather data, and analyzes the data with Multivariable Method, aiming to give the case website----www.sbiai.org.tw----suggestions in product strategy from the users' points. The conclusion is as follows:In product positioning strategy:From users' evaluation about 11 product attributes, and users' evaluation case website performance in 11 product attributes, this research give four strategy as follows:1. Emphasis strategy: the excellent image and professionalism; online service; message board and email box; content affluence.2. Improvement strategy: the security about personal data; the download speed & stability.3. Maintenance strategy: friendliness; good member service; having groups.4. Abandon strategy: multimedia application; amusement.In product Improvement Strategy:To distinguish target market form the non-target market, and make need comparison between them. The result shows they have apparent difference in message board and email box, and amusement. From these two product attributes, especially message board and email box, you can capture the target market