網際網路的快速發展，造就無數應用與商機，近年來最火紅的議題就是電子商務相關經營模式，電子商務業者必須透由新穎的經營模式維繫客戶並與其他業者競爭，網路經營者必須瞭解電子商務環境中，網站特質與顧客滿意對網站永續經營之間的影響，以提升新興網路商業型態環境下之經營績效。因此本研究之主要目的如下：（1）瞭解影響B2C電子商務網站使用者滿意度認知之客觀因素；（2）瞭解影響B2C電子商務網站成功之主、客觀因素；（3）B2C電子商務網站成功因素是否因品牌空間不同而有所差異；（4）瞭解在金網獎不同的評選階段(初選與決選)，入圍的B2C電子商務網站其成功因素是否有所差異。

本研究以網站特質與顧客滿意之相關文獻為基礎，探討影響B2C電子商務網站永續經營之因子，包含客觀功能因子（網站設計、服務品質、金物流機制、信任標章）和主觀認知因子（認知創新、認知信任、認知獲利、認知品牌、認知便利）；本研究之資料收集，主要是藉由金網獎評選活動(詳細說明請見附錄一)之舉辦，透過國內產學界專家之13位教授與台科大電子商務相關系所16位研究生之參與，針對參與2005年e-21金網獎評選活動之81家B2C電子商務網站進行研究分析，實證本研究所提出之網站成功預測模式。

本研究共回收有效樣本162份，研究結果顯示，在客觀因子方面：（1）「網站設計」是影響使用者主觀認知的重要因子；（2）網站的「服務品質」仍未能顯著影響使用者主觀認知；（3）「金物流機制」會影響消費者對網站系統品質的信賴度；（4）網站的「信任標章」會影響消費者對網站的「認知創新」與「認知獲利」，但未能影響「認知信任」；（5）國內電子商務網站的客觀功能因子，均未能顯著影響使用者的「認知便利」；在主觀認知因子方面：（6）消費者的「認知品牌」顯著影響網站的「成功」；（7）消費者主觀認知因網路品牌空間而有所差異。本研究以國內大型網站評比活動為研究範疇，進行探索性調查，所得之結果應能對網站的成功因素有更深入之瞭解。

Enable to promote business achievements, knowing the key success factor of web site is very important to proprietor. The research objective of this study is to explore the factors associated with Web success. The research framework was derived from information systems, customer satisfaction and Web key success factors literature. Two Web success determinants -- Perception factors and Functionality factors.--were proposed.

Data collect of this exploratory study were based on e-21 Golden-Net Award Contest. There are 13 professors who specialized in EC management from various universities in Taiwan and 16 graduate students of National Taiwan University of Science and Technology were involved as judges in evaluating 81 B2C websites.

The results reveal that Web success is significantly associated with Perceived Brand and customer perception is significantly affected by Web Design. The valuable managerial implications of this study were provided for online merchant.

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(二)中文期刊
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9.張紹勳，研究方法，滄海，民國89年。
10.鄒風、孟林明，消費心理學，世界商業文庫，民國86年。
11.盧希鵬，電子商務，雙葉，民國94年。

(四)網路資料
1.資策會FIND，http://www.find.org.tw
2.電子商務時報，http://eee.ectimes.org.tw
3.資策會資訊市場情報中心，http://mic.iii.org.tw
4.Michael Rappa (2000)，http://digitalenterprise.org/models/models.html

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