隨著現代科學及資訊科技發展，資訊科技為印尼電子商務帶來許多契機，在流行時尚之應用更值得一提，印尼在流行時尚上使用電子商務起步後便迅速發展，成為印尼零售業者擁戴的銷售方式。
然而，與已開發國家比較，印尼在電子商務之開發程度較低並處於起步階段，在服務範疇上仍有許多問題存在。此外，印尼電子商務市場比起總體零售銷售僅占極小部分，即為總額美金1340億之0.7% (美9億)，此數據遠遠小於印尼目前5千萬名網路使用者，基於上述，印尼電子商務服務品質仍存在改善空間。
此研究採用量性研究（問卷調查）及質性研究（深入訪談），以探討印尼電子商務顯著性與現況，進一步評估印尼服飾網路零售商之服務品質。
研究結果發現：一、確定「合理價格」、「促銷活動」、「運送服務」及「服務態度」為印尼網路零售商四項策略要點；二、「答覆服務」及「補償措施」為印尼網路零售業首要提升服務品質之兩大要點；三、「隱私保密」、「聯絡窗口」及「答覆服務」為網路購物者最重視要素。
此研究使用IPA測量印尼服務網路零售商之服務品質，研究結果旨在縮小服務及績效間之差距並提出其整體概觀。

With the development of modern science and information technology (IT), the internet has brought a lot of new opportunities for Indonesia e-commerce particularly in the fashion area. E-commerce for fashion in Indonesia has begun and is developing rapidly, it has already become one of the most popular business conducted by Indonesia sellers.
However, comparing with the developed countries, Indonesia e-commerce generally has a lower development level and is still at the initial stage, still exist many problems especially in the service area. Moreover, Indonesia’s e-commerce market is a drop in the ocean compared to total retail sales, at only 0.7% (USD0.9 billion) out of USD134 billion. This number is less than the number of internet users in Indonesia, which is 50 million people. On the other hand, as online retailing grows, service quality has been identified as a crucial factor to successfully and sustainably manage online shops. In respond to this matter there is a need to advance the quality of e-commerce services in Indonesia.
This study adopts the methods of both qualitative (in-depth-interview) and quantitative (questionnaire), to expound the significance & analyze the current situation for Indonesia’s e-commerce and then evaluate service quality of Indonesia apparel e-retailers.
The important findings of this study are as follow: 1) four strategies to deal with competition from Indonesia e-retailers’ perspectives were identified – reasonable pricing, promotion, service delivery and service attitude; 2) responsiveness and compensation factors were found as high priority for Indonesia e-retailers in order to improve their service quality; 3) privacy, contact (the availability of assistance through telephone or online representatives) and responsiveness were considered as the most important factor from e-shopper point of view.
This study is one of the first attempts to use Importance Performance Analysis (IPA) to evaluate service quality of Indonesia e-retailers for apparel. The findings provide a holistic view and bridge the gap between service and performance.

REFERRENCES

Akinci, S., Atilgan-Inan, E., & Aksoy, S. (2010). Re-assessment of ES-Qual and E-RecS-Qual in a pure service setting. Journal of Business Research, 63(3), 232-240.
Alam, I., & Perry, C. (2002). A customer-oriented new service development process. Journal of Service Marketing, 16(6), 515-534.
Bacon, D. R. (2003). A comparison of approaches to importance-performance analysis. International Journal of Market Research, 45(1), 55-72.
Barnes, S., & Hunt, B. (2012). E-commerce and v-business: Routledge.
Boshoff, C. (2007). A psychometric assessment of ES-QUAL: a scale to measure electronic service quality. Journal of Electronic Commerce Research, 8(1), 101-114.
Brislin, R. W. (1970). Back-Translation for Cross-Cultural Research. Journal of Cross-Cultural Psychology 1(3), 185-216
Carrie, Y. (2012). 2012 Outlook for the Retail and Consumers Products Sector in Asia. Hongkong.
Chen, S., & Hitt, L. M. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the online brokerage industry. Information Systems Research, 13(3), 255-274.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347.
Connolly, R., Bannister, F., & Kearney, A. (2010). Government website service quality: a study of the Irish revenue online service. European Journal of Information Systems, 19(6), 649-667.
Cox, J., & Dale, B. G. (2001). Service quality and e-commerce: an exploratory analysis. Managing Service Quality, 11(2), 121-131.
Daniel, E., Wilson, H., & Myers, A. (2002). Adoption of E-Commerce by SMEs in the UK : Towards a Stage Model. International Small Business Journal, 20, 253. doi: DOI: 10.1177/0266242602203002
Deloitte. (2011). The Connected Archipelago: The role of the Internet in Indonesia’s economic development. Australia.
eMarketer. (2012). Social Networks Provide Ecommerce Entry Point in Indonesia Retrieved 10 June, 2013, from http://www.emarketer.com/%28S%28yfpqyw55tpu1ag45nnu4gdjl%29%29/Article/Social-Networks-Provide-Ecommerce-Entry-Point-Indonesia/1009560
Firdaus, F. (2013). Indonesian Government to Regulate Online Shopping, The Jakarta Globe. Retrieved from http://www.thejakartaglobe.com/business/indonesian-government-to-regulate-online-shopping/581592
Guanzhong, Y. (2001). Consumer perceptions of service quality in Internet based electronic commerce. Paper presented at the EMAC Conference, Bergen, Norway.
Heim, G. R., & Field, J. M. (2007). Process drivers of e-service quality: Analysis of data from an online rating site. Journal of Operations Management, 25(5), 962-984. doi: 10.1016/j.jom.2006.10.002
Huang, Kuo, Y.-W., & Xu, S.-W. (2009). Applying Importance-Performance Analysis to Evaluate Logistics Service Quality forOnline Shopping among Retailing Delivery. International Journal of Electronic Business Management, 7(2), 128-136.
Huang, & Tan, B. (2007). Applications of quality function deployment to apparel design in Taiwan. Journal of Fashion Marketing and Management, 11(2), 215-237.
Huang, Wu, C., & Hsu, J. C. (2006). Using importance-performance analysis in evaluating Taiwan medium and long distance national highway passenger transportation service quality. J. Am. Acad. Bus, 8(2), 98-104.
Janda, S., Trocchia, P. J., & Gwinner, K. P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412-431.
Januartama, D. A. (2012). Indonesia E-commerce Business Development Prospect. Jakarta.
Kakouris, A. P., & Meliou, E. (2011). New Public Management: Promote the Public Sector Modernization Through Service Quality. Current Experiences and Future Challenges. Public Organization Review, 11(4), 351-369.
Kim, M., Kim, J.-H., & Lennon, S. J. (2006). Online service attributes available on apparel retail web sites: an ES-QUAL approach. Managing Service Quality, 16(1), 51-77.
Kim, M., Kim, J.-H., & Lennon, S. J. (2011). E-service attributes available on men's and women's apparel web sites. Managing Service Quality, 21(1), 25-45.
Kleijnena, M., Ko deRuyterb, & Wetzelsb, M. (2000). Customer adoption of e-service: an experimental study. International Journal os Service Industry Management, 12(2), 184-207.
Lee, G., & Lee, C.-K. (2009). Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: Importance–performance analysis. Tourism Management, 30(6), 922-931.
Lee, S., & Park, Y. (2009). The classification and strategic management of services in e-commerce: Development of service taxonomy based on customer perception. Expert Systems with Applications, 36(6), 9618-9624. doi: 10.1016/j.eswa.2008.08.014
Levenburg, N. M., & Magal, S. R. (2004). Applying importance-performance analysis to evaluate e-business strategies among small firms. E-service Journal, 3(3), 29-48.
Lin, S.-P., Chan, Y.-H., & Tsai, M.-C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management, 20(8), 829-846.
Mamuaya, R. (2012). DS Research and Veritrans Release Indonesia e-Commerce Report 2012 Retrieved 10 June, 2013, from http://en.dailysocial.net/post/indonesia-ecommerce-report-2012
Marketing, M. (2013) Retrieved 10 June, 2013, from http://www.internetworldstats.com/asia.htm#id
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. The journal of marketing, 77-79.
Mayawulan, N. (2012). Social media as marketing tool Retrieved June 24, 2013, from http://fr.slideshare.net/NastitiMayawulan/social-media-as-marketing-tool-13952861
Mikulic, J., & Prebežac, D. (2008). Prioritizing improvement of service attributes using impact range-performance analysis and impact-asymmetry analysis. Managing Service Quality, 18(6), 559-576.
Minges, M. (2002). Kretek Internet: Indonesia Case Study: ITU.
Mostafa, M. M. (2006). A comparison of SERVQUAL and IP analysis: Measuring and improving service quality in Egyptian private universities. Journal of Marketing for Higher Education, 16(2), 83-104.
Nwoffiah, L. C. (2006a). E-commerce: The Impact of Internet Technology on Retailing. Master, Cape Peninsula University of Technology, Peninsula.
Nwoffiah, L. C. (2006b). E-commerce: The Impact of Internet Technology on Retailing Master, Cape Peninsula University of Technology Peninsula.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Rial, A., Rial, J., Varela, J., & Real, E. (2008). An application of importance-performance analysis (IPA) to the management of sport centres. Managing Leisure, 13(3-4), 179-188.
Rowley, J. (2006). An analysis of the e-service literature: towards a research agenda. Internet Research, 16(3), 339-359.
Rustandi, N. (2010). A Broader Look at Indonesian Startups and Internet Business Prospects, 2005, from http://coolfounders.com/indonesia-now-a-broader-look-at-indonesian-startups-and-internet-business-prospects/
Saleh, D. (2013). Indonesia falls for social media: Is Jakarta the world’s number one Twitter city? Retrieved June 24, 2013, from http://www.ipra.org/itl/02/2013/indonesia-falls-for-social-media-is-jakarta-the-world-s-number-one-twitter-city
Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality, 13(3), 233 - 246.
Setiawati, I. (2012, 2012 November 11). Drop by and dress up @cyber fashion stores, The Jakarta Post, p. 6.
Silva, F., & Fernandes, P. (2010). Using importance-performance analysis in evaluating institutions of higher education: A case study. Paper presented at the Education and Management Technology (ICEMT), 2010 International Conference on.
Singh, M. (2002). E-services and their role in B2C e-commerce. Managing Service Quality, 12(6), 434-446.
Siregar, L. (2011). E-commerce evolution Retrieved 11 June, 2013, from http://www.embassyofindonesia.org/news/2011/07/news034.htm
Skok, W., Kophamel, A., & Richardson, I. (2001). Diagnosing information systems success: importance–performance maps in the health club industry. Information & Management, 38(7), 409-419.
Slack, N. (1994). The importance-performance matrix as a determinant of improvement priority. International Journal of Operations & Production Management, 14(5), 59-75.
Sohn, C., & Tadisina, S. K. (2008). Development of e-service quality measure for internet-based financial institutions. Total Quality Management, 19(9), 903-918.
Temizel, A. (2009). Introduction to E-commerce Retrieved 10 June, 2013, from http://ocw.metu.edu.tr/pluginfile.php/352/mod_resource/content/0/Lecture_3.pdf
Turban, E., King, D., Lee, J., & Viehland, D. (2006). Electronic Commerce A managerial Perspective Prentice Hall. New Jersey.
Türk, B., Scholz, M., & Berresheim, P. (2012). Measuring Service Quality in Online Luxury Goods Retailing Journal of Electronic Commerce Research 13(1), 88-103.
Utomo, S. B. (2012). Customers' Online Buying Behavior in Indonesia 2nd International Conference on Management (2nd ICM 2012) (pp. 257-269). Holiday Villa Beach Resort & Spa, Langkawi Kedah, Malaysia.
Whiteley, D. (2000). E-Commerce Strategy. Technologies and Applications McGraw-Hill Publishing Company, England.
Wu, J.-H., & Hisa, T.-L. (2004). Analysis of E-commerce innovation and impact: a hypercube model. Electronic Commerce Research and Applications, 3(4), 389-404. doi: 10.1016/j.elerap.2004.05.002
Yang, & Huang, R.-H. (2011). Key success factors for online auctions: analysis of auctions of fashion clothing. Expert Systems with Applications, 38(6), 7774-7783.
Yang, Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality; Scale development and managerial implications. International Journal of Operations & Production Management, 24(11), 1149-1173.
Yulisman, L. (2012, May 11). Indonesia can benefit from Taiwan’s economy, The Jakarta Post.