購物網站之內容分析──網站互動性觀點

A Content Analysis Study for Shopping Website: From Internet Interactive View

網際網路的蓬勃發展及上網人口的不斷增加，為企業及顧客提供一種全新的交易模式—網路購物。隨著網路購物已成為未來購物的趨勢下，業者必須思考如何提供符合消費者需求的產品／服務／使用介面以獲得消費者青睞，成為當前重要的經營課題。而網站互動性是將瀏覽者轉變為顧客的重要因素，網路使用者對於互動性較高的網站會有較高的評價。本研究從「網站互動性」的觀點出發，透過內容分析的方式，檢視購物網站之網站互動功能的建置情形，並進一步比較不同的購物網站在互動功能的執行上是否有差異。研究結果以供有心永續經營購物網站之業者參考，並做為未來購物網站互動性內容設計之規劃。

With the rapid development of internet and a growing number of individuals using the internet, online shopping provides a new transaction model for the enterprises and the customers. Because of this trend of online shopping, it has become an important issue for managers how to provide product/service/use interface to meet consumers' demands. The website interaction is one of key factors which turn visitors into customers. The more interaction the website has, the more value users perceive. Accordingly, the study aims to investigate the content of the shopping websites in terms of internet interaction by using content analysis. The study furthermore compares the difference of interactive functions performed from different shopping websites. The findings could be the reference for shopping website providers, also it could be contributed the planning of interactive functions for the newcomers.