| Summary: | 碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 98 === The growth speed of electronic financial is obvious, and these changes are caused by the rapid growth of information systems and physical equipment, so the research focuses on the critical success factors of electronic trading platform.
"The critical success factors" is used in many previous studies to explore the factors which can lead satisfactory outcome and ensure organizational success to enhance the competitiveness, and Chen (1999) found that implementation of electronic finance can provide efficient way to manage.
The criteria used in this study and the factors under the guidelines are grounded in past research, and interviews with experts to select appropriate criteria and factors as a research framework, this study (Shah, Braganza & Morabito (2007) ; Gu, Lee & Suh (2009)) establishes of key success factors which include: Strategic factors, Operational factors, The customer experience. Strategic factors includes: business integration, new services, Upgrading existing infrastructure, reduce operational costs and Expanding existing markets; Operational factors includes: more channels of communication, put into software technology, the efficiency of connecting equipment, the tool of decision making, More convenient than the competitors, Richness of website contents; The customer experience includes perceive useful, perceived ease of use, attitude, trust to broker, personal information security, low transaction costs. In this study, the above criteria and factors, use of Analytic Network Process (ANP) test, the priority result comes out from ANP.
The Contribution of this research is to strengthen the research the key success factors in the electronic trading platform, and the result of this research can be used to be as a consultation for broker to construct or enhance an electronic trading platform. Finally, help them facilitate electronic trading platform to enforce competition.
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