電子市集的關鍵成功因素研究－以古坑咖啡休閒產業為例

The Study of Successful Factors of Internet Community of Cu-keng Coffee Recreation

10.29463/2008chanye.200804.0473

劉惠慈(Liu-Hui Tzu)；洪啟東(Chi-Dong Hong)

古坑咖啡休閒產業 ； 電子交易市集 ； 顧客忠誠度 ； Cu-keng Recreation Coffee Industry ； Internet Community ； Customers' loyalty

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

473 - 486

繁體中文

全球電子商務的交易金額一直是在快速的成長中，而這整個快速成長的金額中，以B2B電子商務是最主要的成長動力，而在整個B2B電子商務的交易中，又以B2B電子市集為最主要的貢獻者。受到這股網際網路熱潮的影響，古坑咖啡休閒產業的電子化經營，也因而受到很大的矚目。本研究藉由問卷調查，確認出影響古坑咖啡電子交易市集的成功關鍵因素有下列幾大項，分別為：「價格知覺」、「互動強度」、「產品預期與實際相似度」、「資料蒐集便利性」、「售後服務」、「交易安全性」等及內外環境成熟度、e化流程、資訊策略配合度。 古坑咖啡休閒產業的電子化經營研究指出顧客忠誠度、電子交易市集之關鍵成功因素息息相關。亦即，越能掌握住產業特質，則實施電子交易市集的成功機率就愈高，且越能享有實施電子交易市集所帶來的績效。

The B2B business model is the focus in the rapidity of global Internet business expend fast then ever. Among all, the Internet Community is the advocator; it becomes a popular way to reach even bigger amount consumers. This new wave of ecommerce revolution prevails over the conventional B2C model, and offers better options for both companies and clients to conduct the Internet business. This empirical study conducts a questionnaire research, purpose to verify the critical and successful factors toward Internet Community businesses in Cu-keng Coffee recreation industry. Study shows Internet Community successful factors, such as perceived price, the extend of interactive, the similar of products, information offered, after-sale services, and the security of sales have positive relationship with clients satisfaction and buying behavior after Regression Analysis method. The results indicate customers' locality, the Internet Community successful factors and the performance have a significant and closed relationship among each other, and indeed attention for strong improvement in these factors.