本研究從相關文獻與問卷分析結果得到電子商城的關鍵成功因素，經由相關文獻分析與專家訪談，確認電子商城的成功因素為資訊品質、系統品質、服務品質、使用者滿意、使用者使用情形、商品特性、商品價格、交易安全性與企業特色。本研究採用問卷調查法，以敘述統計、信度分析及迴歸分析做為工具。研究結果顯示，前述成功因素經過複迴歸分析得到系統品質、資訊品質、服務品質與商品特性等4項對電子商城經營滿意度具顯著相關。另外，系統品質與商品特性對於郵政商城經營滿意度也具顯著相關，此二項因素與整體分析結果相符，前述研究結果可供郵政經營電子商城參考依據。

In this study, critical factors of E-malls’ success are collected through literature and questionnaire analyses. Through literature review and expert interview, it is confirmed that key factors of E-malls’ success lie in information quality, system quality, service quality, user satisfaction, user usage, product features, commodity prices, transaction security and enterprise features. Multiple tools such as questionnaires, descriptive statistics, reliability analysis and regression analysis are also employed herein. By regression analysis on the above factors of success, it is found that system quality, information quality, service quality and product features have a significant relationship with the operational satisfaction of E-malls. System quality and product features are also significantly related to the Postal E-mall, and hese two factors comply with the overall analysis results.  The research findings can be made available as reference to the Chinese Postal Service for their E-mall in the future.

目次

目次	III
表目錄	V
圖目錄	VII
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	2
第三節	研究流程	2
第二章	文獻探討	4
第一節	電子商務	4
第二節	關鍵成功因素	7
第三章	研究設計與研究方法	24
第一節	研究架構	24
第二節	研究假說	25
第三節	研究設計	26
第四節	資料分析方法	35
第四章	研究結果與分析	37
第一節	信度分析	37
第二節	效度分析	37
第三節	敘述性統計分析	38
第四節	迴歸分析	47
第五章	討論	56
第一節	商城造訪率	56
第二節	付款方式	57
第三節	滿意度分析	57
第四節	整體分析結果	58
第五節	郵政商城分析結果	61
第六節	郵政商城經營主管訪談	61
第六章	結論與建議	63
第一節	研究結論	63
第二節	研究限制與後續研究建議	64
參考文獻	65
附    錄	75
 
表目錄

表2-1關鍵成功因素的定義	7
表2-2成功因素統計表	23
表3-1解說總變異量	27
表3-2變數之操作性定義	29
表4-1 各個構面之 Cronbach's α值彙整表	37
表4-2 最常消費的電子商城之統計分析表	38
表4-3 最常使用的付款方式統計分析表	39
表4-4 年齡統計分析表	40
表4-5 職業統計分析表	41
表4-6每天平均上網時間統計分析表	43
表4-7 購買頻率統計分析表	44
表4-8 滿意度統計分析表	46
表4-9整體滿意度迴歸分析結果	48
表4-10 假說檢定結果	49
表4-11郵政商城滿意度迴歸分析結果	51
表4-12奇摩購物中心滿意度迴歸分析結果	52
表4-13 PChome線上購物滿意度迴歸分析結果	54
表4-14博客來網路書店滿意度迴歸分析結果	55
表5-1各構面與商城顯著相關分析表	58

 
圖目錄

圖1-1 研究流程圖	3
圖2-1電子商務類型	7
圖3-1 研究架構圖	24

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