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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 22-八月-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. 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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=1MBA智庫百科-零售業定義, Retrieved Jan 20, from: http://wiki.mbalib.com/zh-tw/%E9%9B%B6%E5%94%AE%E4%B8%9AGold, K. Web site conversion metrics. Retrieved Feb 20, from: http://content.websitegear.com/article/conversion_metrics.htmJackson, 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 Chuang en_US dc.contributor.author (作者) 呂亮緯 zh_TW dc.contributor.author (作者) Lu, Liang Wei en_US dc.creator (作者) 呂亮緯 zh_TW dc.creator (作者) Lu, Liang Wei en_US dc.date (日期) 2016 en_US dc.date.accessioned 22-八月-2016 10:45:43 (UTC+8) - dc.date.available 22-八月-2016 10:45:43 (UTC+8) - dc.date.issued (上傳時間) 22-八月-2016 10:45:43 (UTC+8) - dc.identifier (其他 識別碼) G0103356031 en_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) 103356031 zh_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/#G0103356031 en_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-Retailing en_US dc.subject (關鍵詞) Conversion Rate en_US dc.subject (關鍵詞) Website Traffic en_US dc.subject (關鍵詞) Website Features en_US dc.subject (關鍵詞) Empirical Research en_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 Performance en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文期刊論文Alexander, N., & Colgate, M. 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