摘 要
　　購物中心與電子商務在台灣都還屬萌芽階段，但卻是未來零售產業必然的趨勢。對於購物中心網站與其內容的研究尚付闕如，有進一步探討的必要。
　　本研究目的乃為探討購物中心網站應具有哪些內容，才能吸引消費者光臨實體商場，達成購物中心集客的目的。於2003 年 10-12三個月期間，針對繁體中文及英文購物中心網站收集資料，歸納出現有購物中心網站的內容與功能，並利用這些網站內容設計問卷，於今年4/27-5/3間，針對台灣習慣上網並去過購物中心的消費者進行問卷調查，以確認台灣消費者到實體購物中心來的意願，受到哪些購物中心網站內容的影響。主要的研究發現為:
1.目前中英文購物中心網站對內容項目的使用呈各言其是狀態，偏多使用單向告知功能如簡介，廣告等。對網路技術及雙向溝通優勢尚未善加利用。
2.購物中心因定位、規模與建築型態不同使用的網站內容也盡不相同，尤其在促銷訊息的刊登差異性最多。三種分類中，不同規模購物中心網站內容差異性最大，不同建築型態購物中心之內容差異性較小。
3.目前中英文購物中心網站偏重使用的內容項目與消費者認為會吸引他們來店意願的項目顯然不同。消費者認為會影響他們來店意願的，多數是讓他們有主動參與或表達意見的項目，例如列印折價券、網上預約、線上訂購、線上抽獎，網站內資料搜尋等等運用網路技術與優勢之功能。而且網站提供的折價卷，最能影響消費者光臨現場的意願。
4.購物中心網站內容對不同屬性消費者的影響程度是有不同，其中以「上網頻率不同之消費者」受網站內容項目的影響差異最大，而「行銷活動訊息」對最多不同屬性消費者來店意願影響有顯著差異。
　　購物中心在設置網站時應了解，會進到購物中心網站瀏覽的消費者，多是網路使用者，對網站內容的期待必與傳統消費者對傳統媒體的反應不同。購物中心網站應善用網路之雙向溝通功能，增加消費者的參與，提供消費者預約、訂購、註冊、留言等方便，以對消費者做更好的服務，吸引更多消費者前來光臨實體商場。

Abstract
　　Shopping center and e-commerce are both under development in Taiwan, but they are certainly the trend of retail industry in the future. Since very few documents related to the website’s content of shopping centers, it is indispensable to conduct a research in this area.
　　The purpose of this research is to discover what of a shopping center’s website can draw consumers to the physical center in order to fulfill a shopping center’s operational goal. The information on the website’s content of the existing shopping centers was collected during October to December in 2003. The results and summary of these contents were then adopted to design a questionnaire which is used to conduct a survey during 4/27-5/3, 2004 in Taiwan. The respondents are those who are familiar to internet surfing and have actually been to a shopping center. The results of this survey have shown that what in a shopping center’s website has impact on consumers’ willingness to visit the physical center in Taiwan. The major findings of this research are as the followings:
1.The uses of contents in both English and Chinese shopping center websites are still in perplexity. Most of the websites use one-way informative functions like introductions, advertisings and etc. The advantages of internet technology and interactive communication functions are not been properly implanted.
2.For different position, scale, and building type of shopping centers, their website contents have distinguishable differences, especially about the promotion posting. In these three classifications, the scale difference affects website contents the most while the building types make the least differences.
3.The contents both English and Chinese shopping center websites uses are quite different with what the consumers think could essentially draw them to the physical center. Consumers have expressed that what have most impact on their willingness to go to the center are those which give them the opportunity to actively involve and express themselves like printing coupons, on-line reservations, on-line purchase, on-line lottery, data search and etc. Most of all, the coupon printing has the highest impact on consumer’s willingness to visit a physical center.
4.Shopping center website contents has different impact on different consumer attribution. Consumers with different on-line frequency habits get the most distinguishable impact differences while promotion information has most distinguishable impact differences on most different consumer attribution.
　　It would be wise to catch the point that a shopping center website browser is surely an internet user. What this kind of consumer expects on a web contents would be different from a conventional consumer’s expectation on a traditional media. A shopping center website design should take advantages of the interactive communication function of internet to increase the involvement of consumers. It is necessary to provide consumers with the convenience of reservation, purchasing, registration and opinion expression to better serve them and draw them to the physical center.

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