現今社會大眾消費習慣改變，過往習慣至實體店面購買商品，如今則轉移至線上購物，因此本文以受電商影響顯著的案例之一-量販店為主要研究議題，探討量販店為解決電商蓬勃發展所帶來的業績衝擊，選擇擴增網購平台進軍電商市場。然而各大電商平台提供之服務各有特色，量販店網購平台如何在競爭激烈的市場提出貼近消費者需求的服務便是本研究想深入探討的重點。本文之研究對象為具網購習慣之消費者，為了綜觀衡量不同角度的消費者，本文將消費者區分為買家身分與賣家身分，由買家身分填答Kano二維品質問卷並得出指標品質屬性，賣家身分填答Fuzzy AHP 專家問卷並得出指標權重，最終將指標品質屬性與指標權重高低進行綜合比較，提出一評選表。;Consumers′ habits of consumption have changed today. In the past, they used to buy goods in brick-and-mortar, but now they are moving to online shopping. Therefore, this paper focuses on one of the most significant cases affected by e-commerce - hypermarket as the main research topic, to explore the performance impact of hypermarket to solve the booming e-commerce,and choose to expand the online shopping platform to enter the e-commerce market. However,the services provided by major e-commerce platforms have their own characteristics. How the online shopping platform of hypermarket can provide services that are close to the needs of consumers in a highly competitive market is the focus of this research. The research object of this paper is consumers with online shopping habits.In order to comprehensively measure consumers from different angles, this paper divides consumers into buyer identity and seller identity. The buyer′s identity is to answer the questionnaire of Kano two-dimensional quality and obtain the criteria quality attribute. The seller′s identity answers the expert questionnaire of Fuzzy AHP and gets the criteria weight. Finally, the criteria quality attribute and the criteria weight are comprehensively compared, and a selection table is proposed.
