近年來，透過購物網站購買商品的民眾越來越多，然而，購物網站林立，網站業者如何爭取顧客前來購買商品，線上服務品質變成為關鍵之ㄧ，因此，本研究想要透過對顧客的了解來清楚知道想要從事網路購物的業者應該著重什麼方面以進一步吸引更多的顧客。 研究採用Zeithmal, Parasuraman & Maloorta三位學者所提出之線上服務品質衡量模式(e-SERVQUAL)為問卷題項基礎，並參考相關文獻和專家建議後，針對國內目前前二大購物網站(雅虎奇摩和PC HOME)的消費者進行問卷調查，研究結果發現如下： 線上網路購物者所最重視的構面分別為完整售後服務說明、市場資訊提供與交易安全機制，因此對於有心經營網路購物的業者，必須針對此三構面好好加強，才能夠成功增加網站的知名度並贏取消費者的信賴。 本研究另外亦發現使用網路購物之女性比例有不斷攀升之趨勢，因此網站經營業者在設計網站時，如果能夠更進一步意識到女性消費者的需求，將可以為購物網站帶來更多的購物人潮。 On-line shopping is becoming much more popular in these few years. Nowadays, the Internet is filled with on-line stores and which store can earn more customers to come to shop, thus, on-line service quality will be the critical element. This research is designed to understand on-line shoppers’ needs and then can tell those who want to run on-line stores how to attract customers. The questionnaire of the research is based on Zeithmal, Parasuraman & Maloorta’s e-SERVQUAL model and is modified with other relative literatures and experts’opinions. The results of the research are gathered by collecting Yahoo Kimo and PC Home’s on line shoppers. The findings are as follows. The dimensions that the on-line shoppers most emphasize are total after-sale service, well market-information provision, and safety-mechanism of transaction. Thus, for those who want to run on-line stores, they have to strengthen these three dimensions and then then can gain much more popularity for their stores and win on-line shoppers’ reliance. The research also finds the ratio of female on-line shoppers is climbing. Thus, for those who want to run on-line stores, if they can notice female shoppers’ needs when they design their on-line stores, and then they will be able to bring much more people to their on-line stores.
