Online bookstore

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.

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.