英文摘要 |
With the rapid development of global e-commerce, products sold on the Internet are growing diverse, and consumers are more accustomed to making purchases from WWW (World Wide Web). In website design, it is important to know which functions are the main concerns of the shoppers on line. Agricultural products have their unique characteristics: they are perishable, seasonal, not easy to standardize and show apparent differences on quality. Therefore, the functions of concern and the properties of the agricultural products on Internet are worth investigation. This study took B2C as the study subject, chose agricultural e-shops as analysis examples, discussed consumer attitude towards each function and property of agricultural e-shops from consumer viewpoint, and use grey relation analysis to permute these functions and properties to realize which functions are the real concerns of consumers. The results of this study provide agricultural e-shop keepers a strategy and reference on website design as well as throw light to foreign agricultural e-shop keepers for direction in the future. |