在全球化的競爭下，電子商務日益蓬勃發展的同時，國內外各大企業紛紛投入各類型之網路交易的建置，但如何營造一個讓使用者方便使用且安心參與的環境，是未來網路交易成功的關鍵。 目前的網路購物機制不勝楣舉，但大多是站在企業的角度加以思考，而未思索網路交易的啟動者─網路客戶的需求。雖然，一個完整的網路購物交易需要網路公司、物流業及扮演金流的銀行業者三者共同合作才算完整，但是，消費者希望感受到的不是受到「三個個別的服務」而是「一個完整的服務」，所以在規劃網路交易整體作業的流程設計時，不再只是要吻合內部管理的需要，而且必須以外部客戶的需求為導向，才不會造成網路購物速度的延宕及消費者的抱怨。 本研究首先採取 AHP 研究分析方法，找出影響便捷網路購物交易的顯著因素，並透過對各業界專家的深入訪談來加以驗證後，就目前的網路購物交易機制，加強網路公司、物流公司、銀行之間的資訊流串聯，以加速整體網路交易流程；並導入實體憑證之動態密碼以提高網路交易安全，建構一個方便、安全、即時的 BtoBtoC 網路購物機制，供日後業界及學術界的參考，並讓網路無空間的理想更有實現的可能。 / Under the global competition, while e-commerce grows vigorously day by day. Most of big enterprises build all kinds of internet-shopping platform. But how to build an environment that offers more conveniences to the users? It is the key for the internet-shopping succeeds in the future. So far, there are many types of online transactional modes. These modes stand for the enterprises' inside procedure but the customers' demand. Although an intact trade of internet-shopping needs network company, logistics industry and bank to cooperate together, the consumers hope for 「an intact service」 but a 「three specific services」. That is to say, when we plan an internet transactional procedure, we must put emphasis on the customer' demand rather than the need of inside management, which will accelerate the speed of the internet-shopping and the reduction of the customers' complaint. This research takes AHP method to find out the factors that influence "The convenient internet-shopping mode", and establish the convenient internet-shopping mode, which contact the information flow among the network company, logistics company and bank in order to accelerate the internet transactional speed, and use the One-Time-Password of entity's evidence so as to raise the security of the network trading. After visiting the industry experts to verify this mechanism's practicability, this research will build a more convenient, safer and faster BtoBtoC mode, to let business and academia for reference, and let the ideal without space of the network can be realized.

本研究以康迅數位整合股份有限公司之PayEasy.com購物網站為研究個案，主要目的是為了探討探討PayEasy.com經營關鍵因素、了解PayEasy.com會員對於PayEasy購物網站E通路管理之滿意度及探研PayEasy.com會員對PayEasy購物網站品牌個性之滿意度。研究分文兩個部分：第一部份是採取質化之深度訪談，了解PayEasy.com網站經營之定位、行銷溝通、顧客關係管理及對其品牌個性等規劃及執行，並運用Sull成功方程式之理論模式，探討其經營關鍵因素。第二部分是採量化之問卷調查，以Stanley A. Brown提出的E通路管理五個構面（資訊構面、交易構面、分佈構面、服務構面）及David Aaker（1995）品牌個性尺度（純真、刺激、能力、高貴、粗獷五面向）和顧客滿意度作為量化研究的衡量構面，在彙整深度訪談後的結果與文獻探討之相關資料，發展成調查問卷，針對已有在PayEasy購物的會員作調查，共回收397份有效樣本。 本研究歸納出相關結論如下： 一、PayEasy.com購物網站經營關鍵因素 包括PayEasy.com掌握女性購物的利基市場與女性網友上網率竄升的趨勢、專業達人策略塑造自有品牌的獨特性，並利於商品的價格控制、與專業達人、廠商、物流、客服中心、信用卡相關業務、便利商店、入口網站等多元化的策略聯盟，增強團隊服務陣容，提供周全的服務體系及流程，並結合eCRM資訊科技提升服務品質，運用多項溝通管道提高與會員的接觸率，發展順暢且多樣化交易模式與成功的配送策略，滿足會員不同的交易需求。 二、PayEasy會員對於PayEasy.com購物網站E通路管理的滿意情形 PayEasy會員對於分佈構面及交易構面的同意程度最高，會員認同於訂貨後配送的速度及正確率和交易的安全性、程序簡單、提供多樣化付款方式和能在最短時間內收到回覆通知等服務，而不同教育程度的會員在交易構面、分佈構面、服務構面之感受有顯著性的差異，E通路管理五構面與顧客滿意度有顯著的相關性及具有解釋力。 三、PayEasy會員對於PayEasy.com購物網站品牌個性的滿意情形 PayEasy會員對於品牌個性之能力與刺激構面的同意度最高，其特色為可信任、聰明的、成功的以及大膽的、有朝氣的、富有想像力的和新潮的等，而高中（職）教育程度的PayEasy會員對其品牌個性感受力最高，且品牌個性與顧客滿意度有顯著的相關性及解釋力。 四、其他統計發現 採用多元媒體與會員互動溝通擴大接觸層面並節省服務的需求及成本，而店配策略獲得多數會員的青睞，促銷策略及密集的先佔攻勢對低收入年輕女性學生族群產生刺激購買的效果。

「網路購物」為電腦網路科技所興起的一種新興商業。它改變了消費者 購物的習慣；相對的，消費者購買動機、需求及使用行為也不斷影響網站型態的發展，並且衍生出更多新的網路購物商業模式與議題。 在網路購物相關研究中，過去較少針對教師族群消費行為進行分析。本研究乃在探討國中小教師族群對網路購物的經驗與行為，藉由個案公司進行該族群網路購物的偏好、態度及購買行為分析，以及其消費需求與企業既有的購物網站整合的效益評估，並探討各種市場刺激因素及網路購物環境特性對該族群購買傾向與行為的影響性。 本研究藉由消費者行為及市場區隔、認知風險、市場刺激因素、網路購物環境等文獻的探討，採取問卷調查方式，收集了692份有效樣本，再利用統計分析方法得知該族群網路購物消費者行為模式中不同變項的相互關係。研究發現將近有七成的國中小教師族群具有網路購物的經驗，而且未因居住地區不同而有顯著的差異。但是，無網購經驗的族群中則會因居住地區、年齡層、教師身分及任教領域的不同，對於未選擇網路購物的原因呈現顯著的差異；年齡超過40歲以上的群體網路購物的比例逐漸降低，對於網路購物的網站訊息疑慮、產品信譽、交易安全、保證及退貨制度等認知風險亦越高。 該族群會受到個案公司企業形象與品牌聯想，對所販售產品類別仍以與個案公司企業形象相符的產品類型比較受到該族群的認同。但不同消費特性的族群對於產品類型的需求，則會因性別、年齡層、教師身分、收入而呈現明顯差異。市場刺激因素及購物網站環境特性對於不同特性族群的影響並無顯著的差異。 本研究結果期能增進學術界對國中小教師族群網路消費行為的認識，以及提供個案公司作為訂定市場區隔及行銷策略的基礎資料，以及視本研究對象為主要目標顧客群的購物網站經營者參考。 / The internet shopping is a new business style while the computer network technology was popular and rising tremendously. It changed the consumer’s shopping behavior totally. On the other hand, the buying motivation, user requirement and buyer’s behavior were influenced the developing of web site module and style continuously. And more and more issues of new business model and discussion topics were derive repeatedly. There was much less research and analysis for the teachers’ consuming behavior in the scope of internet shopping apparently. This study was focused on the experimental and behavioral analysis of internet shopping for the teacher who was in the secondary school and elementary school. We tried to figure out an evaluation of a beneficial result of a web site integration on a specific case through the analysis of users’ favorite, attitude and buying behavior, etc. It also probes the influence of the tendency and comportment to the particular group people into the stimulate incident of marketing and the environment characteristic of internet shopping simultaneously. After referenced those published in the area of the consumer’s behavior, the marketing isolation, the, the stimulate incident of marketing and the environment characteristic of internet shopping. We proposed a questionnaire survey to express the capability of variety of correlations between different user models of internet shopping behavior by the statistics analysis method eventually. There were 692 copies of effective samples from the teachers in whole Taiwan. We also found that only 70% of them would have the experiment of internet shopping, and it did not appear the discrepancy with resident area conspicuously. But the group of internet shopping users would be variable with different resident area, ages, teacher’s status and its teaching domain, especially it reflected on the reason of ‘not shopping on the internet’. Also, we found the lower ration of internet shopping with older teacher such as above 40 years old. It would be higher anxiety with more cognitive risks of web site’s messages, product credibility, transaction security, certificate of guarantee and refund policy eventually. There was more identified for this specific case with the enterprise representation and brand imagine from its sale production. But we also found that the requirement of different characteristic group were appeared diversity obviously with different factors, such as gender, age, identity and income. Furthermore, there was no eminent remarkable difference for the different user scopes with the stimulate incident of marketing and the environment characteristic of internet shopping contrarily. This study would provide a reorganization of the internet consuming behavior on a specific teacher family expectedly. And we would like to provide some basic information for the marketing isolation and the marketing strategies for the business target ultimately.

產品定價一直以來皆為相當重要的行銷策略之一，行銷人員必須掌握消費者對於價格資訊之處理和反應以擬定最適當的定價策略。近幾年來，網路購物隨著網際網路使用的爆炸性成長而日漸普及，網路購物的市場商機也日益受到矚目。回顧過往價格知識之相關文獻，其中不乏探討不同因素對於消費者價格知識之影響的研究，然傳統購物環境的各項價格知識影響因素是否適用於網路購物環境，尚無相關研究進行探討。另外，過往許多研究皆指出產品類別和購買動機對於消費者的購物行為會有顯著影響，然其是否同樣會對消費者之價格記憶造成影響？其影響關係又是否適用於網路購物環境？此皆為過去尚未探討然具研究價值之議題。有鑑於此，本研究係針對產品類別和購買動機對於消費者價格記憶和網路購物行為之影響，作進一步之探討與研究。研究結果發現： 1.享樂型產品之消費者的「產品瀏覽個數」和「價格在意程度」皆會較實用型產品之消費者為高。 2.娛樂性購買動機之消費者的「總消費金額」較低、「預算控制程度」較高、「價格在意程度」也較高。 3.針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的總消費金額會低（高）於實用型產品之消費者；針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的預算控制程度會高（低）於實用型產品之消費者。 4.針對享樂型產品之消費者而言，娛樂性購買動機之消費者的總消費金額（預算控制程度）則會低（高）於目的性購買動機之消費者。

本研究旨在探討個案公司-網路家庭國際資訊(股)公司(PChome Online) 經營績效變化原因與關鍵價值因子。首先運用產業生命週期與五力分析探討個案公司所屬產業-B2C線上購物之競爭現況及關鍵成功因素，次運用策略分析探討個案公司之價值主張、財務目標與核心競爭力，最後以經濟附加價值(EVA®)為財務衡量工具驗證策略分析結論，並推論影響個案公司未來企業價值之最重要關鍵價值因子。 研究結果顯示台灣B2C線上購物產業處於成長期，關鍵成功因素為流程管理能力與行銷能力。而PChome Online之價值主張為低總成本與系統鎖定，財務目標為最低成本費用率與最大資產運用效率，核心競爭力是規模經濟以及價值鏈整合與管理技術。EVA®分析結論與策略分析結果相同，顯示過去企業價值波動的主要影響因素為成本費用率與資產運用效率，此亦為影響PChome Online未來企業價值之最重要關鍵價值因子。

一直以來，台灣企業主流多是以製造加工為主的代工產業，導致台灣品牌發展還尚未能與世界先進國家看齊。在網路口碑影響力日漸增長的今日，經營網路口碑或許是台灣廠商拉近與國外競爭對手距離的一項利器。本研究分析在Amazon.com上有販售商品之國內十大品牌廠商，觀察這些廠商與其競爭者之商品在Amazon.com的產品評鑑資料庫中的表現。同時，分析商品本身特性、商品口碑評鑑之相關元素與其銷售排行之關係。最終，本研究發現，以下六點結論： 一、 產品的口碑數量對於產品銷售有正面的影響。 二、 產品的口碑分數高低對於非主觀判斷型的產品銷售有正面的影響。 三、 當口碑分數有高有低時，口碑分數越高對口碑數量與產品銷售之間的關係有正面的影響。 四、 在知覺風險高的產品類別中，對於正負口碑有無幫助的共識差異越大，越能幫助口碑分數對於產品銷售的影響。 五、 在口碑分數接近中立的情形下，正面口碑提供者的真實姓名揭露比負面口碑提供者的真實姓名揭露更能幫助口碑分數對於產品銷售的影響 六、 台灣品牌在國外消費者心中尚未能建立正面且顯著的影響力，但已漸漸朝此方向前進。 / The business model of original equipment manufacturing/original design manufacturing (OEM/ODM) has long prevailed in the history of Taiwan Industry. This has resulted in the inability to match up with most of the developed countries in terms of brand development. In a world with more emphasis upon online word-of-mouth effect, managing online word-of-mouth wisely may light a new path for Taiwan companies to stay competitive in the globe arena. This study studied the top 10 Taiwan brands who also distribute their products on Amazon.com. The word-of-mouth performances of these products, along with their competing counterparts, were analyzed. In addition, the effects of the attributes of the products and the fundamental elements of their corresponding word-of-mouths on the sales ranking were tested. The study ended up with six conclusions: 1. The online review volume of a product has a positive effect on sale. 2. The online review valance of a product has a positive effect on sale for products that are not depended heavily personal preference. 3. When the online review valance of a product fluctuates, the effect of the valance on the relationship between the review volume and sale is stronger. 4. In the product category with higher perceived risk, the bigger the difference in the consensus of whether the positive reviews or the negative reviews are more helpful, the stronger the effect is on the relationship between review volume and sale. 5. When the review valance is close to neutral, the disclosure of the author’s name of the positive reviews has more positive effect on the relationship between the review valance and sale than the disclosure of the author’s name of the negative reviews 6. Although products from Taiwan still cannot establish a strong brand perception in the mind of foreign customers, but it has been changed slowly in a positive direction.

零售業的發展一直受到數位科技進步的影響，而有不同變化。起先因為網際網路的出現，使得部分店家得以藉由電子商務在網路上販售商品；實體店也開始藉由電子商務，提供消費者新的服務與體驗，於是虛實整合模式開始興起。近年來，除了網路普及外，智慧型手機使用率提升也帶動了新的零售模式—全通路零售。為了使消費者在不同通路之間，能夠有更好的消費體驗，零售業者開始以消費者為中心，企圖在任何消費者經常使用的媒體上，佈建通路。 現在比較成功的網路美妝零售業者，早期大多都是以平行輸入商品並且在拍賣網站販售起家。在2006年代前後美妝保養網路購物商店因競爭過於激烈，許多經營不善的店家紛紛退出網路市場，留在市場上的業者開始由虛擬世界跨足實體市場，開設實體店鋪。 本研究以虛實整合與全通路策略兩議題為主，探討網路起家的美妝通路—小三美日之經營作法。小三美日2006年成立於拍賣網站，2009年轉型為以採購小品牌但具流行性的獨特商品為主，2012年開設實體店鋪正式進入虛實整合模式，對於未來的規劃則希望持續邁向全通路零售的模式。 為了進入虛實整合模式，小三美日導入ERP系統，在開設實體店後可與虛擬商店更緊密的聯結在一起，同時也運用數據分析降低庫存積壓，也積極經營與消費者的關係，建立其對於品牌的信任與忠誠。而這些作法，不管是在市場面、成本面或是品牌行銷面，都獲得了正向的結果。針對全通路策略，本研究藉由學者的模型判斷，小三美日已初步符合產業觀點與消費者觀點中的全通路零售，而在其作法上，將統整出現階段已能符合全通路策略需求的項目與未來待改進的方向。 / The development of retailing industry has been influenced by the technology. As Internet came out, some of the retailer can start selling goods online, and so do the physic stores. The physic stores use digital ways, such as e-commerce, to provide their customer new services and shopping experiences. Nowadays, the extension of the use of smartphones force retailer to be more and more consumer oriented, they try to let consumers shop at any channel become possible, which called Omni-channel retailing. Around 2006, a lot of online Beauty Care retailers left the market because of fierce competition. Some players, who started their business on auction website and sold parallel import goods, stayed in the market and implemented Online-to-offline (or clicks-and-mortar) strategy. They built physic stores. This thesis will be aimed at clicks-and-mortar model and Omni-channel strategy, and choose “S3 (小三美日)” as the research target. “S3” was established on auction website in 2006, started clicks-and-mortar model since 2012, and plan to become Omni-channel retailer in the nearly future. To implement clicks-and-mortar model, S3 implement ERP system, analyze data and manage the relationships with customers, etc. All these practices have positive results in three aspect, market size, cost benefits and brand image. S3, who plans to become an Omni-channel retailer, has made a lot of efforts to implement Omni-channel strategy. Therefore, this thesis will examine the practices according to Omni-channel strategy model and give advices for improvement.

網際網路蓬勃且迅速的發展，可說是二十世紀末最熱門的資訊技術。網路購物已成為許多臺灣消費者購物時，重要的選擇之一。未來，勢必成為最重要的行銷通路。網路購物的出現，使得商業競爭由實體店面移轉到網路空間，但也產生了實體購物方式所沒有的風險。 　　本研究主要目的在探討影響消費者網路購物行為的可能因素，並試圖自相關文獻整理出影響網路購物決策制定的構面，包括網路購物經驗、環境因素、市場刺激以及電子商務系統等構面，其次針對各個構面設計問卷，並分析其對網路購物決策制定的影響。研究對象以臺灣科技大學學生為例，探討網路購物平台的出現對大學生消費行為造成的改變。最後，根據研究結果提出建議，以做為未來實務及研究之參考。

This business plan is about a system that integrates the process of diet from planning, execution, and result tracking. The author has noticed the wide penetration of smart phone in Taiwan, and the unique benefit of health care mobile device application software (“Apps”) in preventing diseases and managing individual health that traditional medical service fall short to offer. She also has witnessed the growing trend of ecommerce in Taiwan that the items being traded online have further expended to food and grocery. Her idea is to link the diet plan, grocery shopping, and body measurement tracking all together on the same platform to provide household a simple, efficient, and effective way to lead a health life. The system of this business plan doesn’t involve with any new technology, either is it the first diet related software on the market. But it is the first one that links the process with online food and grocery shopping, which is able to help consumers save a lot of time. Another competitive advantage is, unlike competitors offering single objective/method of diet, the nutrition knowledge on this system is designed to be open-sourced, which means it can be applied on diet of all purposes. Consumers are able to choose the diet method that is most effective on them. The business plan is meaningful to carry out. First of all, the usage of Apps is proved to have the positive effect on users’ health. It helps them to understand the linkage of their behavior and health level. It also increases users’ self-accountability on their own health. Second, this system is expected to boots behavior of cooking at home by mitigating the pain in shopping and providing incentive by it with diet. Cooking at home is foundation of healthy eating. The two together is able to enhance the health consciousness and health management implementation at both individual and household level. If wildly adapted, it will be able enhance overall health level of the nation. It will save medical expense, and burden on national health insurance. People of Taiwan will live in a high quality life with better health status. This business is also profitable to carry out, if executed properly. Unlike other items, food and grocery are things that customers have to purchase periodically. Thus, it brings in most stable and sustainable sales. The reason online food and grocery grows slower than other items is because it required substantial trust from customers, which is possible to achieve with sufficient quality control and promotion. Once it is built, such revenue is more resilient than other items which can stand economy downturn. The online shopping of this system is also designed to be an open platform which linked with multiple sellers. The revenue is transaction fee. By investing in this attractive and value added system to customers, investors will be able to enjoy the benefit from growing online food and grocery market. However, since this system doesn’t involve with new technology, it might be mimicked by competitors quickly. The key to success is to attract as many users as possible in a short period of time, leaving no room of survival for late comers. Therefore, this business is more suitable for blue-chip internet/software companies, like Yahoo, or eBay, or Amazon in US, books.com in Taiwan(博客來) …etc. With their existing experience in system development, customer service, and abundant capital, they are able to make this move fast and accurate. To them, developing this business is like opening another revenue stream with the least effort.

本研究使用眼動儀器與神經科學的分析方式，探討網站設計時運用虛擬替身與個人化推薦而設計出不同的個人化購物網站，是否會影響使用者對網站親密度與產品購買意願上有不同感受。研究問題共有三個：1.網站個人化設計對網站親密度的影響程度。2.網站個人化設計對於產品購買意願的影響程度。3.使用者是否會注意到網站的個人化設計。研究結果發現個人化推薦會對網站親密度及購買意願產生正向影響，而虛擬替身則只會對親密感產生正面的影響。虛擬替身及個人化推薦都會提高消費者的對該區域的首次瀏覽時間。 / The purpose of this study is to use eye tracking analysis to investigate whether different designs of shopping websites using personalization and avatar will influence users’ website intimacy and product buying attention. First, we want to know the relationship between personalized design and website intimacy. Second, we want to know the relationship between personalized design and product buying attention. The last one is whether users pay attention to personalized designs on websites. An experiment was conducted to evaluate the effect of personalized recommendation and avatar. The results indicate that personalization had positive impacts on users’ perceived intimacy, and users’ total gaze duration has positive effects on both website intimacy and product buying attention.