The Successful Development Strategy for E-Shops from the Perspectives of Value

Under fast development of the Internet, e-Shops have become an important marketing channel. Despite the growth of Internet surfers, the population with experiences of shopping online has not grown to a significant level. In addition to the incomplete online shopping environment and security issues, the insufficient understanding of most enterprises about how to manage an e-Shop is also the main reason. To provide a seasonable solution to this issue, this study would (1) derive 4 constructs, 16 categories, and 68 key success factors via literature reviews, expert interviews, Focus Group, and Delphi method; (2) establish an operation value system of e-Shops as the basis of assessing the difference in key success factors; (3) integrate the value system and the concept of Kano model to develop Kano-value model, so as to get hold of the properties and category of each key factor; (4) apply FAHP (Fuzzy Analytic Hierarchy Process) to present the importance ranking of the 4 constructs and 16 categories as the basis for the staged development of enterprises; and finally (5) according to the ranking, establish the successful development strategy for e-Shops. It was expected that the research results would serve as a reference for more accurate systemization of e-Shops in the process of development and reduce the exploration time and possibility of failure in the process of test and trial.