| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 100 === Rapid growth of electronic commerce has made online shopping one of the favorite ways for consumers to purchase what they need or desire. The most apparent advantage of online stores should be their unlimited open time and store space, so that consumes could be taken place anytime and anywhere. Nowadays, rapid increasing numbers of competitors enter the online store market, which make this research interested in understanding the key success factors to operate online stores. Therefore, the purpose of this study is to find out how online stores could provide consumers with better shopping environment and successfully survive in this highly competitive market. This research is conducted by questionnaire survey which receives 90 valid questionnaires in total. The questionnaire repliers are mostly women aged 30-39, and the second most is women aged 40-49. The majority of the repliers work in information technology industry and the next are in finance and insurance industries. The educational levels are mainly graduate or postgraduate. The average monthly income are mostly between NT$40,001- NT$60,000 while the second most is the group of NT$20,001- NT$40,000 dollars. The repliers also have more than 2 years of internet experience, and use internet once a week and browse at least 3 online stores every time. The characteristics of the repliers shows that online shopping stores could create marketing strategies targeting these types of customers. In addition, this research finds that the usage factors (i.e. whether the web page of online stores is users friendly) are mainly correlated with information completeness, transaction safety, product service, and customer service. Higher correlation is shown with information completeness whilst medium correlation is shown with other perspectives. The results implies that it is important for online stores to provide consumers efficient service response, stable browsing experience and guaranteed product quality.
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