| Summary: | 碩士 === 南華大學 === 出版與文化事業管理研究所 === 97 === The emergence of cyberspace and the Internet has brought upon the trend of online shopping, and e-commerce has become an important topic of the present day. With the advance of e-commerce, consumer behavior has also become a topic of interest for research. In the past, most researchers focused mainly on the consumer. Along with the growth of open platforms, small and medium-sized enterprises attempted to set up e-commerce on the open platforms. In this study, the factors affecting the choice of e-commerce platforms were explored.
Factors affecting the choice of platforms were determined using the analytic hierarchy process. Related decision factors were drawn up from the literature review and website observations. Furthermore, these decision factors were verified via the Delphi method. The decision factors included five dimensions, namely “front end platform”, “cash flow mechanism”, “operating cost”, “marketing mechanism”, and “back-end management”, as well as 20 evaluation criteria. The strengths and weaknesses of platforms were analyzed using the importance –performance analysis.
Findings showed that “marketing technique” was regarded as an essential criterion by three network platform suppliers. Online bookstores prioritized “front-end platform”. Moreover, two evaluation criterions, “multi-layout option” and “market share”, were found to be weak in the importance-performance analysis and required improvement. On the other hand, strengths were found in the criteria “browsing speed”, “cost of using platform”, “platform popularity”, and “bill management”, all of which should be further preserved.
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