網路書店

分類檢索是網路書店提供的重要查詢功能之一，由於每家使用的分類法皆不一樣，所以使得很多相同主題的書卻放在不同的類目下，造成民眾在連結兩家以上的網路書店後，進行查詢時會產生選用類目的困擾。本文認為我國網路書店可仿效圖書館界，使用中國圖書分類法做為相關檢索點採用的標準，再配合預行編目(CIP)的分類資料，即能達到一致性的查詢介面，增進民眾使用分類檢索的精確率。而網路書店的經營者在網路購書行為日益增多的環境中，實應主動整合目前各行其是的分類法，才能掌握更好的發展機會。

Classification schemes have served as one of the major searching functions of the online bookstore. However, because there are quite a few classification schemes being used among online bookstores, books of the same field are likely to be placed under different subject headings in different online bookstores. Consequently the searcher may have difficulties in selecting subject headings if he uses more than one online bookstore. The author suggests that local online bookstores may use the New Classification Scheme for Chinese Libraries as the source for search keys. Together with the use of the CIP classification data, search interfaces can, in this way, be more coherent and the accuracy in subject searching raised. Managers of online bookstores should aggressively integrate the various classification schemes being used in order to improve the service of the industry as a whole.

本文介紹國內外著名網路書店發展現況，並以亞馬遜與邦諾兩大網路書店為例，先從經營者觀點比較其產品、價格、行銷通路，以及廣告與促銷活動等行銷策略，再從使用者角度比較其使用者介面、個人化服務，以及互動機制等網站功能；進而分析亞馬遜得以獨步全球的競爭優勢。此外，藉國內網路書店經營模式與行銷方法與亞馬遜成功經驗的比較與分析，冀能對華文網路書店未來發展有所助益。

The developing status of some famous international and domestic online bookstores is introduced in the present article. The marketing strategies of Amazon and Barnes & Noble are compared from the viewpoints of seller and buyer, respectively. The seller's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of user interface, personalized service, and interactive mechanisms. Furthermore, various aspects of the competition domination of Amazon are analyzed. In comparison with Amazon's successful experience, the business models and the marketing strategies of domestic online bookstores are analyzed and reported. The reported results are expected to be helpful to the future development of Chinese online bookstores.

系統介面上資訊的組織與呈現，與使用者資訊行為的瞭解息息相關。本文從圖書資訊學的角度分析Amazon.com網站之資訊組織原則與瀏覽介面設計之特徵，分別歸納為五大原則特色，對同以書籍資料為主的網站或電子圖書館之建置期有參考價值。

The information organization and representation on browsing interface is closely related to the users’ information seeking and use behavior. From the perspective of library information science, this article analyzes the webpage designing of an Internet Bookstore, the Amazon.com, its organizational principle and browsing interface. Its characteristics can be classified into 5 principles and 5 features. This analysis expects to offer referential value to the construction of similar websites or digital libraries.

本研究旨在探討曾經瀏覽過網路書店的網路使用者，對於網路書店的滿意度、忠誠度，進而發現消費者在進行網路購書時所重視的各面向，了解網路書店經營的發展方向。研究結果顯示，研究模型三大構面中的網站設計、服務品質、個人化服務，與研究變數與滿意度和忠誠度之間，具有顯著相關。研究結果期望能提升網路書店之服務品質，以達到消費者滿意度。

The purpose of this paper is to explore satisfaction and loyalty of users who have visited online bookstore before in order to discover all the aspects that customers are concerned with and develop an insight into the management of an online bookstore. According to the research, the website design, quality of service, personal service, and the three major factors of research model, are highly relevant to research variables as well as satisfaction and loyalty. The results of this paper aim at improving the service quality of online bookstore for the sake of meeting customers' satisfaction.