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題名 電子零售商網站功能與營運績效之實證研究
An Empirical Analysis of E-Retailer’s Website Features and Operational Performance
作者 呂亮緯
Lu, Liang Wei
貢獻者 梁定澎<br>莊皓鈞
Liang, Ting Peng<br>Howard Hao-Chun Chuang
呂亮緯
Lu, Liang Wei
關鍵詞 零售商
轉換率
網站流量
網站功能
實證研究
E-Retailing
Conversion Rate
Website Traffic
Website Features
Empirical Research
日期 2016
上傳時間 22-Aug-2016 10:45:43 (UTC+8)
摘要 本研究探討零售商網站的網站功能對於其網站流量及轉換率的影響，目的是提供零售商網站建立或改版時的參考。我們採用2013及2014年中國年度銷售額前500名之零售商的網站功能資料，將這些網站功能依據消費者線上交易的流程整理成「商品資訊獲取」、「付款方式」與「訂單履行與退貨服務」三大構面並再細分成7個子構面，「商品資訊獲取」構面分為「提供產品資訊」子構面以及和「消費者互動與客製化」子構面; 「付款方式」分成了「線下支付方式」、「線上傳統支付方式」以及「線上第三方支付方式」三個子構面; 「訂單履行與退貨服務」分成了「物流運送」以及「退貨服務」兩個子構面，我們探討這三大構面及七個子構面對於零售商網站的網站流量以及轉換率的影響。
本研究採用追蹤資料(panel data)分析，控制了不同零售商及年份的固定效果去評估網站功能的影響，結果發現「商品資訊獲取」功能對網站流量有正向影響、「付款方式」中的「線上第三方支付方式」子構面對於轉換率有正向影響，但訂單履行與退貨服務對於網站營運指標無顯著影響。接著，我們在進一步的探討中，將這些店家依據所販賣的產品之類別分成了Convenience goods、Shopping goods以及Specialty goods三大類，而「mass merchant」類別的店家無法歸類在上述三類，因此獨自唯一類，我們分析這三大類店家以及mass merchant類別的店家網站功能對於網站流量以及轉換率的影響。結果發現Convenience類別的店家在「商品資訊獲取」構面的「提供商品資訊」功能對於轉換率呈現正顯著;在Shopping goods類別的店家，「付款方式」構面的「線上第三方支付方式」功能對於其網站轉換率有正向顯著;而在Specialty goods類別「商品資訊獲取」構面的「提供產品資訊」功能對於其轉換率有正向的影響。
The research examines the impact of Website Features upon two important e-retailer performance metrics – website traffic and conversion rate. Using 2013-2014 secondary panel data of top 500 e-retailers in China, we classify Website Features into three categories (product information retrieval, payment method and fulfillment & return service) according to consumers’ online transaction processes. Product information retrieval contains two constructs: product information provision and interaction & customization. Payment method contains three constructs: offline payment method, online traditional payment method and online third party payment method. Fulfillment & return service contains two constructs: logistics transportation and return service.
After controlling for firm and time-specific fixed effects, we find that product information retrieval features have positive impacts on website traffic, and payment method have positive impacts on conversion rate. However, our analysis shows that fulfillment & return service are not significantly associated with the two performance metrics. In our post-hoc analysis, we further classify company into three categories and “mass merchant category” which could not be classified based on products they sold: convenience goods, shopping goods and specialty goods. We find the construct “product information provision” has positive impacts on conversion rate for convenience and specialty goods, while “online third party payment method” has positive impacts on conversion rate for shopping goods.
參考文獻 英文期刊論文
Alexander, N., & Colgate, M. (1998). The evolution of retailer, banker and customer relationships: a conceptual framework. International Journal of Retail & Distribution Management, 26(6), 225-236.

Ayanso, A., & Yoogalingam, R. (2009). Profiling retail web site functionalities and conversion rates: A cluster analysis. International Journal of Electronic Commerce, 14(1), 79-113.

Asfoura, E. S., Jamous, N., & Salem, W. (2009). The economic classification of E-Learning business models. IEEE Technology and Engineering Education (ITEE), 4(1), 8-12.

AlGhamdi, R., Drew, S., & AlFaraj, O. (2011). Issues influencing Saudi customers’ decisions to purchase from online retailers in the KSA: A qualitative analysis. European Journal of Scientific Research, 55(4), 580-593.

Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866-875.

Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402.

Belanche, D., Casaló, L. V., & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: the moderating effect of perceived risk. Journal of retailing and consumer services, 19(1), 124-132.

Chircu, A. M., & Mahajan, V. (2006). Managing electronic commerce retail transaction costs for customer value. Decision Support Systems, 42(2), 898-914.

Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. International Journal of Bank Marketing, 26(6), 399-417.

Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management, 46(7), 411-417.

Chou, Y. C., Chuang, H. H. C., & Shao, B. B. (2016). The impact of e-retail characteristics on initiating mobile retail services: A modular innovation perspective. Information & Management, 53(4), 481-492.

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Gummesson, E. (2008). Quality, service-dominant logic and many-to-many marketing. The TQM Journal, 20(2), 143-153.

H.van der Heijden, H. (2000). The Inclusion of E-Commerce Metrics in Strategic Planning Results from an Exploratory Empirical Study. AMCIS 2000 Proceedings, 431.

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Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13.

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Hao‐Chun Chuang, H., Lu, G., Peng, D. X., & Heim, G. R. (2014). Impact of Value‐Added Service Features in e‐Retailing Processes: An Econometric Analysis of Web Site Functions. Decision Sciences, 45(6), 1159-1186.

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Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: an empirical study of on-line bookstores. Information & Management, 39(6), 431-444.

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英文書刊
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Hanson, W. (2000) Principles of Internet Marketing. Ohio: South-Western College Publishing.

Yue, L. (2012). Chinese customer satisfaction survey of online shopping: a case study of Taobao.


中文討論稿
呂曜志、邱昰芳 (2015), 中國大陸電子商務發展趨勢對臺商的啟示


網頁資料
2013年及2014年中國銷售金額前500名之零售商資料, Retrieved Jan 13 2016, from: http://www.top500guide.com/

2015年度中國網路零售市場數據監測報告, Retrieved May 16 2016, from: http://www.100ec.cn/zt/upload_data/2015ls.pdf

中文在線百科, Retrieved June 12 2016, from: http://www.zwbk.org/zh-tw/Lemma_Show/106933.aspx

維基百科-電子商務的分類 , Retrieved Jan 20, from: https://zh.wikipedia.org/wiki/%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E7%B6%93%E7%87%9F%E6%A8%A1%E5%BC%8F

行政院主計處-中華民國行業標準分類(第10次修訂), Retrieved Jan 13 2016, from: http://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1

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Gold, K. Web site conversion metrics. Retrieved Feb 20, from: http://content.websitegear.com/article/conversion_metrics.htm

Jackson, S. About Web site conversion rates. Retrieved Feb 20, from: http://content.websitegear.com/article/conversion_rate.htm
描述 碩士
國立政治大學
資訊管理學系
103356031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356031
資料類型 thesis
dc.contributor.advisor 梁定澎<br>莊皓鈞zh_TW
dc.contributor.advisor Liang, Ting Peng<br>Howard Hao-Chun Chuangen_US
dc.contributor.author (Authors) 呂亮緯zh_TW
dc.contributor.author (Authors) Lu, Liang Weien_US
dc.creator (作者) 呂亮緯zh_TW
dc.creator (作者) Lu, Liang Weien_US
dc.date (日期) 2016en_US
dc.date.accessioned 22-Aug-2016 10:45:43 (UTC+8)-
dc.date.available 22-Aug-2016 10:45:43 (UTC+8)-
dc.date.issued (上傳時間) 22-Aug-2016 10:45:43 (UTC+8)-
dc.identifier (Other Identifiers) G0103356031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100463-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 103356031zh_TW
dc.description.abstract (摘要) 本研究探討零售商網站的網站功能對於其網站流量及轉換率的影響，目的是提供零售商網站建立或改版時的參考。我們採用2013及2014年中國年度銷售額前500名之零售商的網站功能資料，將這些網站功能依據消費者線上交易的流程整理成「商品資訊獲取」、「付款方式」與「訂單履行與退貨服務」三大構面並再細分成7個子構面，「商品資訊獲取」構面分為「提供產品資訊」子構面以及和「消費者互動與客製化」子構面; 「付款方式」分成了「線下支付方式」、「線上傳統支付方式」以及「線上第三方支付方式」三個子構面; 「訂單履行與退貨服務」分成了「物流運送」以及「退貨服務」兩個子構面，我們探討這三大構面及七個子構面對於零售商網站的網站流量以及轉換率的影響。
本研究採用追蹤資料(panel data)分析，控制了不同零售商及年份的固定效果去評估網站功能的影響，結果發現「商品資訊獲取」功能對網站流量有正向影響、「付款方式」中的「線上第三方支付方式」子構面對於轉換率有正向影響，但訂單履行與退貨服務對於網站營運指標無顯著影響。接著，我們在進一步的探討中，將這些店家依據所販賣的產品之類別分成了Convenience goods、Shopping goods以及Specialty goods三大類，而「mass merchant」類別的店家無法歸類在上述三類，因此獨自唯一類，我們分析這三大類店家以及mass merchant類別的店家網站功能對於網站流量以及轉換率的影響。結果發現Convenience類別的店家在「商品資訊獲取」構面的「提供商品資訊」功能對於轉換率呈現正顯著;在Shopping goods類別的店家，「付款方式」構面的「線上第三方支付方式」功能對於其網站轉換率有正向顯著;而在Specialty goods類別「商品資訊獲取」構面的「提供產品資訊」功能對於其轉換率有正向的影響。		zh_TW
dc.description.abstract (摘要) The research examines the impact of Website Features upon two important e-retailer performance metrics – website traffic and conversion rate. Using 2013-2014 secondary panel data of top 500 e-retailers in China, we classify Website Features into three categories (product information retrieval, payment method and fulfillment & return service) according to consumers’ online transaction processes. Product information retrieval contains two constructs: product information provision and interaction & customization. Payment method contains three constructs: offline payment method, online traditional payment method and online third party payment method. Fulfillment & return service contains two constructs: logistics transportation and return service.
After controlling for firm and time-specific fixed effects, we find that product information retrieval features have positive impacts on website traffic, and payment method have positive impacts on conversion rate. However, our analysis shows that fulfillment & return service are not significantly associated with the two performance metrics. In our post-hoc analysis, we further classify company into three categories and “mass merchant category” which could not be classified based on products they sold: convenience goods, shopping goods and specialty goods. We find the construct “product information provision” has positive impacts on conversion rate for convenience and specialty goods, while “online third party payment method” has positive impacts on conversion rate for shopping goods.		en_US
dc.description.tableofcontents 第一章、 導論 1
第一節、 研究背景 1
第二節、 研究目的 5
第三節、 研究流程 6
第二章、 文獻探討 7
第一節、 電子商務與電子零售商 7
第二節、 網站功能 9
第三節、 網站功能分類 10
第四節、 零售商網站之經營績效指標 18
第三章、 研究架構與假說 24
第一節、 研究架構 24
第二節、 研究假說 25
第四章、 研究方法與資料來源 28
第一節、 次級資料分析 28
第二節、 資料來源與變數構面 28
第三節、 網站功能變數處理 30
第四節、 分析模型 32
第五章、 研究結果 34
第一節、 分析結果 34
第二節、 進階探討及分析 39
第六章、 結論 44
第一節、 研究發現 44
第二節、 研究限制 46
第三節、 未來建議 46
參考文獻 47
附件一 –中國2013年度銷售額前500名零售商 53
附件二 – 中國2014年度銷售額前500名零售商 66
附件三 – 2013年度店家-依據產品類別分類 79
附件四 – 2014年度店家-依據產品類別分類 82		zh_TW
dc.format.extent 3507830 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356031en_US
dc.subject (關鍵詞) 零售商zh_TW
dc.subject (關鍵詞) 轉換率zh_TW
dc.subject (關鍵詞) 網站流量zh_TW
dc.subject (關鍵詞) 網站功能zh_TW
dc.subject (關鍵詞) 實證研究zh_TW
dc.subject (關鍵詞) E-Retailingen_US
dc.subject (關鍵詞) Conversion Rateen_US
dc.subject (關鍵詞) Website Trafficen_US
dc.subject (關鍵詞) Website Featuresen_US
dc.subject (關鍵詞) Empirical Researchen_US
dc.title (題名) 電子零售商網站功能與營運績效之實證研究zh_TW
dc.title (題名) An Empirical Analysis of E-Retailer’s Website Features and Operational Performanceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文期刊論文
Alexander, N., & Colgate, M. (1998). The evolution of retailer, banker and customer relationships: a conceptual framework. International Journal of Retail & Distribution Management, 26(6), 225-236.

Ayanso, A., & Yoogalingam, R. (2009). Profiling retail web site functionalities and conversion rates: A cluster analysis. International Journal of Electronic Commerce, 14(1), 79-113.

Asfoura, E. S., Jamous, N., & Salem, W. (2009). The economic classification of E-Learning business models. IEEE Technology and Engineering Education (ITEE), 4(1), 8-12.

AlGhamdi, R., Drew, S., & AlFaraj, O. (2011). Issues influencing Saudi customers’ decisions to purchase from online retailers in the KSA: A qualitative analysis. European Journal of Scientific Research, 55(4), 580-593.

Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866-875.

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英文書刊
Asfoura, E., Kassem, G., Rautenstrauch, C., Gomez, J. M., & Jamous, N. (2008, April). The Classification of Business Model for the Exchange of Distributed Components of Federated ERP Systems on the Basis of Web Services. In Information and Communication Technologies: From Theory to Applications, 2008. ICTTA 2008. 3rd International Conference on (pp. 1-6). IEEE.

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中文討論稿
呂曜志、邱昰芳 (2015), 中國大陸電子商務發展趨勢對臺商的啟示


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