چکیده:
Online stores are dramatically increasing and becoming popular, in a way that enterprisers invest tremendous resource and effort to meet customer requirements. However, the failure rate resulting from improper operation has been increasing year by year. By investigating the main cause, the operators cannot grasp the online store websites’ industry type and attribute category. Therefore, they fail to effectively use resource, show website image of the stores and information quality, to further meet customers’ demand and obtain the expected operational efficiency. Therefore, this research (1) grasps the website attribute of online stores by reviewing the literature; (2) sets up “online store website attributes structure” through qualitative method, serving as a basis for enterprisers to improve the operation/service mechanism; (3) sets up “industry breadth and depth graph”, so as to find the website content equilibrium degree of various industries’ online store and further obtain improvement strategy. It is believed that this research result, as said by the professors and scholars being interviewed, not only assists enterprisers to clearly grasp advantage/disadvantage and strategy of online store website attribute, but also promotes the effectiveness in resource utilization and the probability of success. Meanwhile, this research result can also effectively link practical application and academic value and provide researchers with new direction and scope.
خلاصه ماشینی:
It is believed that this research result, as said by the professors and scholars being interviewed, not only assists enterprisers to clearly grasp advantage/disadvantage and strategy of online store website attribute, but also promotes the effectiveness in resource utilization and the probability of success.
To this end, this research (1) through the literature review, summarizes online store website attributes; (2) using qualitative interview method, establishes systematic “online store website attribute structure”; (3)through “the performance adequacy score of website attribute”, proceeds two stages questionnaires, and gets eight kinds of “the sum of data” and one kind of “importance average”; (4) “the sum of data” is classified into two categories: industry and attribute, and accordingly establishes “industry breadth and depth graph” and “attribute category decision index of various industry types”; (5) according to questionnaire results, performs strategy analysis against attribute category of various industry types; (6) elaborates research results and management implications, to render the application value of this research.
It is believed that this research results not merely demonstrate the advantages and disadvantages of online store website attribute of the seven major industry types in Taiwan; also make online store operators clearly grasp the attribute and function of online store website under their own categories, thereby enhancing the probability of a successful operation; at the same time, effectively link academic and practice, thereby driving scholars to the development of this field.
Establish Online Store Website Attribute Structure - Final Case (Delphi Method) Despite the result is confirmed by many scholars and experts, but to ensure an objective rationality, this research performs Delphi questionnaire survey thrice.