科技的進步促使了網路的發展，更是成為了線上購物風潮蓬勃發展的一大推手。在網路時代中，製造業的企業也有革新的必要，在拓展線上購物的征途上，企業會選擇把產品放到第三方購物網站進行線上銷售；本研究則著重於企業自行建立官方購物網站進行直接銷售，且完善的線上購物網站更有助於企業提升其績效表現，同時亦能藉此機會增加進入國際市場的可能性。本研究透過文獻之整理，對於企業官方網站有一完整了解；並透過相關性分析來探討各變項之間的相關性；再採用迴歸分析來探討自變數與應變數之間的主要影響。最終探尋在企業官方網站的影響下，企業的績效改變及其未來國際化的程度；最後給予企業及學術界關於企業進入新市場一個新的探討面向。希望透過以上方式深入探討企業官方網站、企業績效及其進入新市場的可能性。

本研究聚焦於製造業的官方購物網站並以臺灣製造業為分析對象。數據取自臺灣經濟新報（TEJ）中所彙整的企業財務報表年度資料，採用2019年最新企業財務資料作為研究依據。資料收集範圍包含上市、上櫃與興櫃公司的資料，經篩選後共得出35家企業。研究結果顯示 (1) 企業官方網站支援線上支付的便利性對企業績效表現存在正向關係的影響。 (2) 台灣製造業的企業對官方購物網站較不重視。本研究認為於企業長遠發展線上銷售通路來看，企業應加以拓展自製線上銷售通路。 (3) 本研究發現部分擁有官方購物網站的企業尚未進入海外市場，未來可評估拓展海外子公司，發展企業多元化、資源整合及為企業帶來綜效。

於學術研究貢獻上，本次研究補足了企業直接銷售通路相關領域的研究，特別是以官方購物網站進行線上銷售的研究缺口，提供給對此領域感興趣的學者們進行參考。同時，於實務面向來看，本研究系盼提倡企業官方購物網站的重要性，希望企業對官方購物網站的建置加以重視。在未來的商業藍圖中，企業發展屬於自己的銷售通路是必不可少的，藉此有助於提高企業競爭力及未來進入國際市場的可能性。

Under the impact of Internet technology wave, a well-developed company online shopping platform is very important. This research is aimed to understand the influence of the manufacturing company online shopping platform on firm performance and the possibility of entering new market. By using correlation between variables and regression analysis, this research analyzed the data collected from 35 Taiwan listed manufacturing companies. The research found that the well-developed online shopping platform has a positive relationship with firm performance and possibility of entering new foreign market. This research believes that companies should expand their own online selling channels to enhance the company competitiveness. On the other hand, this also suggests that some companies with online shopping platform can evaluate and boost the expansion of overseas subsidiaries, strengthen the business diversification, resources integration, and bring long-term synergy to the company.

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