| Summary: | 碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 99 === In recent years, the Internet has brought the new strategy to the business model in saving cost or marketing developing. Many entrepreneurs start to engage in online stores, publishers are not exceptional. However, because of the competition between these various bookselling channels in the Internet, publishers have to understand the customers’ behaviors to earn more business.
Based on the literature review, it is indicated that value will affect purchase decision. The purpose of this research is to find out the importance of the web site services and value propositions that can provide publisher to improve their web site and further strengthen the competitiveness. The theoretical framework in this research is based on the electronic service quality “function quality” proposed by Collier and Bienstock. The “value proposition” concept is added to discuss the relationship between customer’s purchase decision and publisher website’s service quality and value proposition. The Internet questionnaire method was used to obtain effective sample.
The analyzed results indicate: Customer’s purchase decision and publisher website’s service quality and value proposition have strong relationship. The statistical analysis of survey questionnaires indicate that the privacy is the most important publisher website’s service quality for using the web sites. In value proposition, the time cost which may save is the highest level agreement, the psychological cost which may save is the last level of agreement.
The research provides the publisher website’s developers with the following suggestions: Pay more attention on the protection of customer individual data and system stability to establish the network transaction confidence. Enhance the publisher website’s service quality and customer services to reduce the psychological cost.
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