面臨快速變化的網際網路 (internet) 環境及更多元化的消費方式，網路商店如何透過網路提升競爭力，是其致勝的關鍵之一。隨著網路日漸普及化，因其具電子交易、資訊收集與分析、成本低廉的特性、再加上個人化、高互動、即時性與無限延伸的優勢，因此電子商務 (E-Commerce)經營模式對傳統經營模式產生許多經營管理上之挑戰，然而新興網路購物事業的蓬勃發展有賴提供顧客重要且具競爭優勢的價值，方能將網站瀏覽者轉變成消費者，進而成為忠誠顧客。 本研究主要目的是在探討網路市場導向在購物網站的網站成功的影響相關。主要以台灣前三大購物網站（eBay拍賣網、Yahoo!奇摩購物通及PChome線上購物）為研究樣本，並使用因素分析與結構方程模式(Structure Equation Model, SEM)分析方法對整體模式加以驗證。實證結果發現，網路市場導向會正向影響網路行銷策略、網路客製化及網站成功；網路行銷策略會正向影響網站成功；網路客製化會正向影響網路行銷策略；網路客製化無法正向影響網站成功。 Facing the rapid changing in internet environment and getting various shopping behavior, internet stores have to increase their competitiveness to achieve success. Because of it’s characteristics such as electronic transaction, information collection and analysis, low cost, personalization, high interactivity, real time, and extensibility, the business model of “E-Commerce” brings challenges to traditional model. However, in order to turn plain net surfer to customers and even loyal customers, E-Commerce has to provide competitive values. The purpose of this research is to investigate the effects of internet -mediated market orientation on the web site success of the online shopping. This research used the Taiwan online shopping electronic commerce including eBay, Yahoo! and PChome as a primary research target. Employing factor analysis and the Structure Equation Model (SEM) for verification, the results indicate that the internet-mediated market orientation affect web site success and marketing strategy and customization. Marketing strategy and customization affect web site success.
