近年來由於網際網路技術的進步，帶動電子商務的蓬勃發展，網路購物已成為主要消費市場潮流，而透過網際網路，企業與企業及企業與消費者之間的流通方式更加便利，不但可以降低成本，更能夠提供多元化的交易方式；對於消費者來說，還可享有在家購物的便利性。如今，網際網路上的購物網站如雨後春筍般林立，各種類型的購物網站，努力改善網站的服務品質，期望能獲得網路人口的青睞，創造財富。
本研究依據前人以質化研究方法發展出的網路購物服務品質衡量量表，以九大構面以及各構面所包含的27道題項編制問卷，探討網路購物消費者對服務品質的重要程度、滿意程度，並利用T檢定分析是否存在服務品質缺口；接著應用品質機能展開法(Quality Function Deployment；QFD)結合層級分析程序法(Analytic Hierarchy Process；AHP)的概念，將網路購物顧客需求項目轉換成購物網站的品質要素，並建構網路購物服務品質需求與品質要素之品質機能展開矩陣，進行研究之驗證，本研究最後探求出購物網站業者前五項品質要素優先執行順序，依序為：「提供資料檢索服務」、「個人隱私權保障」、「線上交易安全機制」、「網友經驗分享交流空間」、「個別化訂製資訊」，提出可提昇網路購物服務品質的可行方案，以改善網路購物的服務品質。

Due to the advancement of internet technology in recent years which pushes forward the vigorous development of electric commerce, internet shopping has become the major trend in the consumption markets. Through the internet, the business-to-business trade and business-to-consumer trade become more convenient; it not only helps to reduce the cost but also provides multidimensional methods of trade. For consumers, they can enjoy the convenience shopping at home. Nowadays, shopping websites have mushroomed on the internet; various types of shopping websites keep striving to improve their service quality and expect to be favored by internet users in order to make a fortune.
This study aimed to probe into how important and how satisfied the internet consumers will perceive the service quality, based on the internet shopping service quality scale which comprised 9 dimensions with 27 elements in the questionnaire and was developed by the qualitative research method. It examined whether the service quality gap existed by t-Test and further utilized Quality Function Deployment (QFD) combining the concept of Analytic Hierarchy Process (AHP) to construct the QFD matrix regarding the service quality demand and service quality elements of internet shopping, and proceeded with the examination. This study eventually ranked the best five quality elements for internet shopping websites as “Providing the service of data search”, “Individual privacy protection”, “Security mechanism of online trade”, “Space for internet users to share experiences” and “Individualized information”. It provided feasible schemes to enhance the environment of internet shopping in order to improve the service quality.

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