隨著網際網路及資訊科技的進步，消費者在網路上購物的趨勢越來越明顯。在網路購物的世界中，消費比率最高的為服飾產品，其次便為書籍雜誌，證明國人購書的習慣已由實體通路慢慢地趨向虛擬通路。因此本研究欲探討消費者在選擇哪家網路書店進行購物時，所考量的偏好及組合，以及在不同市場區隔下屬性偏好之差異，進而作為未來網路書店業者進行服務精進時的考量基礎之一。
研究結果發現，總體受測者在選擇網路書店時，屬性偏好程度依序為商品價格、付款便利性、取貨便利性以及運送時間此四項屬性。此外，利用集群分析進行市場區隔，將受測者分別分為價格敏感群以及付款便利愛好群。因此未來網路書店業者在進行服務精進時，必須同時考量價格，以及付款方式與取貨方式之結合，讓消費者可以得到最便利最簡潔的服務流程，而不再像過去金流與物流分開進行之狀況，必須充分瞭解消費者的喜好之後，才能提供更便捷更完善之服務。

With the development and improvement of Internet technology, trend of shopping on the Internet has become increasingly evident. The highest rate of online consumption is apparel products, followed by books and magazines, which proves that the habit of shopping has already changed into virtual path. Therefore, this study uses the traditional model of conjoint analysis to discuss the preference and the combinations of the attributes of the online bookstore service, as well as different market segments. Furthermore, the result can be provided to the online bookstore industry as reference while designing better service.
The results showed that, price, payment convenience, pickup convenience and delivery duration are the four main attributes of online bookstore. In addition, there are two groups, which are price-sensitive and payment-convenience-lover. Therefore, online bookstore industry should not only consider the price of the product but the combination of both payment convenience and pickup convenience, so that consumers can get the most convenient and concise service from the online bookstore. The cash flow and the logistic will no longer be separated and the industries should delicate on understanding consumer preferences to provide better service.

英文文獻
Arie, S., Dadong, W., & Carrie, B. (1995). Designing Electronic Catalogs for Business Value: Result of the Commerce Net Pilot. The Fisher Center for Information Technology & Management Haas School of Business University of California. Berkeley.
Armstrong, G., & Kotler, P. (2010). Marketing: An Introduction (10th ed.). Pearson.
Best, R. J. (2009). Market-Based Management: Strategy for Growing Customer Value and Profitabulity (5 ed.). Upper Saddle River, NJ: Prentice Hall.
Cattin, P., & Wittink, D. R. (1982). Commercial Use of Conjoint Analysis: A Servey. Journal of Marketing , 46(3), pp. 44-53.
Cox, J., & B, G. D. (2001). Service Quality and E-Commerce: An Exploratory Analysis. Management Service Quality , 11(2), pp. 121-131.
Green, P. E., & Srinivasan, V. (1978). Conjoint Analysis in Consumer Research: Issue and Outlook. Journal of Consumer Research , 5(2), pp. 102-123.
Green, P. E., & Srinivasan, V. (1990). Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice. Journal of Marketing , 54(4), pp. 3-19.
Kalakota, R., & Whinston, A. B. (n.d.). Electronic Commerce: A Manager's Guide. p. 4.
Kalakota, R., & Whinston, A. B. (1996). Frontters of Electronic Commerce. MA: Addison-Wesley.
Kotler , P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control (8 ed.). Englewood, NJ: Prentice Hall.
MarCarthy, E. J., & Perreault, W. D. (1990). Basic Marketing: A Managerial Approach (10 ed.). Homewood, IL: Irwin Professional Publishing.
Michael, B., Yves Pigneur, & Arie, S. (1996). On the Road of Electronic Commerce: A Business Value Framework. Gaining Competitive Advantage and Some Research Issues , p. 2.
Papazoglou, M., & Tsalpatidou, A. (1999). Guest editorial: special issues on information systems support for electronic commerce. Information System , 24(6), pp. 425-427.
Segal, M. N. (n.d.). Reliability of Conjoint Analysis: Constrasting Data Collection Procedure. Journal of Marketing Research , 19(1), pp. 139-143.
Shohreh, A., & Christine, I. B. (2000). A Proposal to Assess the Service Quality Service of Online Travel Agencies: An Exploratory Study. Journal of Professional Service Marketing , 21(1), pp. 63-88.
Ted, H. (1995). The Clectronic Commerce Dictionary. Menlo Park, CA: Robleda Company.
Yang, Z., & Fang, X. (2004). Online Service Quality Dimensions and Their Relationships with Satisfaction. International Journal of Service Industry Management , 15(3), pp. 302-326.
Yesil, M. (1997). Creating the virtual store. New York: John Wiley& Sons.

中文文獻
顔永森. (2000). 銷售網站服務品質對消費者態度影響之調查. 國立政治大學.
中華民國電子商務協會. (2012). 中華民國電子商務年鑑.
方文昌, & 汪志堅. 電子商務. 智勝文化事業有限公司.
王建驊, 王立邦, & 胡宜中. (無日期). 應用模糊多評準決策於網路商店服務品質評估之研究. 管理與決策學術研討會特刊, 頁 111-122.
王祖健. (2003). 網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響. 國立成功大學.
吳宗軒. (2008). 聯合分析法在不同市場區隔下之產品屬性組合-以運動鞋產品為例. 國立成功大學.
吳萬益. (2011). 企業研究方法. 華泰文化事業股份有限公司.
李彥民. 以聯合分析法探討消費者對速食麵產品屬性偏好之研究. 國立成功大學.
杜書揚. (2004). 線上資訊系統品質衡量模式之建立-以網路書店為例. 國立台灣大學.
周文賢, & 李宏達. 市場調查與行銷策略研擬. 台北: 華泰文化.
周文賢, & 張欽富. (2000). 聯合分析法在產品設計之運用. 台北: 華泰文化.
林秀芬. (無日期). 網站品質構面對顧客滿意度影響之研究. 聖約翰學報, 23.
林秀芬. (2006). 應用模糊層級分析法於網路商店服務品質評估之研究. Journal of E-Business, 8(3), 頁 347-372.
施淳瑄. (2001). 台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討. 國立政治大學.
張靜芝. (2003). 網路購物服務品質衡量模式建構之研究. 國立元智大學.
郭育尚. (2004). 網路原生商店不同經營形態之經營模式與經營策略差異性之比較. 國立成功大學.
陳立軒. (2004). 網路商店形象對於顧客知覺價值之影響. 國立成功大學.
彭淑敏. (2000). 淺談網路書店. 中原大學張靜愚紀念圖書館館訊, 118.
曾信融. (2012). 以聯合分析法探討量販商自有品牌產品屬性之最佳化組合. 國立成功大學.
謝謹羽. (2011). 實體書店消費者與體驗行銷之研究. 2011中華印刷科技年報.
韓明中. (1997). 網路書店之市場機會與經營策略. 台灣大學商學院.
蘇偉仁, & 黃振嘉. (1997). 網路商店以小博大企業上網開店經營技術探討.