【正文】 methodically, they have some limits. This research use Fuzzy Mathematics Analytic Process to analyze 70 effective questionnaires that we have collected in these surveys and Microsoft Excel 2000 as the tool of data processing and analyzing. With triangular fuzzy numbers, we transformed each interviewee’s options into every estimated indicator of the successful factors of Eshops, integrating and puting the fuzzy weighting value of each estimated indicator, and then processing defuzzication. After normalizing and series of hierarchical processing, we figured out parative weight values of each estimated indicator, establishing the whole weight system of estimated indicators of successful factors. We use it as the policy tool for managing the Internet. Finally, the Decision Support System established by this research is proved to be practical through the cases.Keyword：Eshop Analytic Hierarchy Process (AHP) Fuzzy Set Theory Fuzzy Analytic Hierarchy Process (FAHP),Decision Support System (DSS)。s Priority Theory, Fuzzy Sets and Systems, 11（3）, .31. Liang, T. P. and Lai, H. J. (2001), Effect of Store Design on Consumer Purchases：on Empirical Study of online Bookstores, Information and Management, 39（6）, .32. Lohse, G. L. and Peter, S. (1998), Electronic Shopping, Association for Computer Machinery, Communications of the ACM, 41（7），.33. Yesil, M. (1997), Creating the Virtual Store , New York：John Wiley and Sons , pp. 113. 34. Millet, I. and Harker, P. T. (1990), Globally Effective Questioning In the Analytic Hierarchy Process, European Journal of Operational Research, 48, .35. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1998), SERVQUAL：A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64（1）, .36. Saaty, T. L. (1980), The Analytic Hierarchy Process, N. Y.: McGraeHill.37. Sandra, M. F. and Bo, S. (2003), Consumer patronage and risk perceptions in Internet shopping, Journal of Business Research, 56, .38. Teng, J. Y. and Tzeng, G. H. (1993), Transportation Investment Project Selection with Fuzzy Multiobjective, Transportation Planning and Technology, 17, .39. Oster, S. M. (1999), Modern Competitive Analysis, Oxford University Press, New York, 3rd Edition.40. Szymamski, . and Hise, . (2000), ESatisfaction：An Initial Examination, Journal of Retailing, 76（3）, .41. Yesil, M. (1997), Creating the Virtual Store, New York：John Wiley and Sons , pp. 113.42. Zadeh, L. A. (1965), Fuzzy sets, Information Control, 8, pp. 338353.43. 蕃薯藤網(wǎng)路調(diào)查: 2005/7/1844. 資策會(huì)MIC : 2005/7/1845. 聯(lián)合新聞網(wǎng)Development of a Decision Support System for managing Eshop－Using Fuzzy AHPLo YingFu1, Chen JenYuan2, Lin ChingJin3,Chen YaWen4, Chang HsiuWen5 ,Lai HungLing 61 Department of Industrial Management, China University of Technology23456 Department of Marketing and Logistics, China University of TechnologySummaryThe maturity of Internet technique and the popularity of World Wide Web service make the number of people surfing the Internet swiftly increasing. The Internet has been permeating into each daily aspect。18. 羅力仁(2002)，連鎖便利商店店址選擇評(píng)估模式之研究－運(yùn)用模糊AHP法，國(guó)立中正大學(xué)企業(yè)管理研究所碩士論文。16. 鄭力嘉(1998)，影響網(wǎng)路使用者採(cǎi)行線上購(gòu)物因素之研究，國(guó)立屏東科技大學(xué)資訊管理研究所碩士論文。14. 鄒宜真(2004)，運(yùn)用線性結(jié)構(gòu)模式探討網(wǎng)路商店之服務(wù)品質(zhì)、顧客滿意度、顧客忠誠(chéng)度與消費(fèi)者生活型態(tài)關(guān)係之研究，國(guó)立東華大學(xué)企業(yè)管理學(xué)系碩士論文。12. 黃振嘉(1997)，電子商店經(jīng)營(yíng)指南，資訊與電腦，203期。10. 袁平成(1997)，經(jīng)營(yíng)網(wǎng)路購(gòu)物成功的法則，貿(mào)易週刊，1772期，pp. 1011。8. 林宏諭、林建宏、萬(wàn)衛(wèi)華(1999)，Excel 2000中文版標(biāo)準(zhǔn)教材統(tǒng)計(jì)策略與資料分析應(yīng)用，臺(tái)北：博碩文化。6. 李俊民(2002)，決策支援系統(tǒng)，臺(tái)北：華泰文化事業(yè)股份有限公司。4. 吳炫達(dá)(2004)，影響拍賣網(wǎng)站消費(fèi)者對(duì)於賣方信任與競(jìng)標(biāo)意願(yuàn)之研究，國(guó)立成功大學(xué)國(guó)際企業(yè)研究所碩士論文。2. 余強(qiáng)生、盧彥戎(2002)，以互動(dòng)式AHP法為基礎(chǔ)的一個(gè)群體決策模式：以畢業(yè)旅遊行程選擇為例，國(guó)立中央大學(xué)臺(tái)灣經(jīng)濟(jì)發(fā)展研究中心。由於時(shí)間及環(huán)境的限制，因此，後續(xù)研究乃以本研究之結(jié)論作為基礎(chǔ)，比較其他評(píng)估模式，如：財(cái)務(wù)、人才等，整合出一套可實(shí)際運(yùn)作，考量全面化決策支援系統(tǒng)。（2）本研究所建立之模糊AHP網(wǎng)路商店成功因素，可依實(shí)際之需要，進(jìn)行全部因素綜合評(píng)價(jià)，亦可採(cǎi)前幾名的「關(guān)鍵成功因素」進(jìn)行評(píng)估，故具有高度的彈性與實(shí)用價(jià)值。（3）本研究所建立之網(wǎng)路商店成功因素評(píng)估模式，具有數(shù)理統(tǒng)計(jì)基礎(chǔ)，使決策者可有系統(tǒng)地依評(píng)估指標(biāo)進(jìn)行評(píng)價(jià)，以提升決策品質(zhì)。三、研究貢獻(xiàn)與後續(xù)發(fā)展理論上的貢獻(xiàn)具體而言本研究在理論上的貢獻(xiàn)如下：（1）有關(guān)網(wǎng)路商店之各類成功因素分析研究，文獻(xiàn)中顯示大部分都採(cǎi)用個(gè)人知識(shí)、經(jīng)驗(yàn)、判斷及統(tǒng)計(jì)相關(guān)軟體分析，本研究首先採(cǎi)用模糊AHP法，進(jìn)行網(wǎng)路商店成功因素之分析，並建立決策支援系統(tǒng)，提供另一研究空間。研究對(duì)象之完整性基於人力與時(shí)間上的限制，本研究在受訪者的選擇上採(cǎi)便利抽樣的方式，無(wú)法完全針對(duì)臺(tái)灣地區(qū)所有網(wǎng)路商店業(yè)者、資深消費(fèi)者以及相關(guān)領(lǐng)域之研究學(xué)者，進(jìn)行當(dāng)面或電子郵件問(wèn)卷。二、研究限制研究變數(shù)之完整性本研究在層級(jí)評(píng)估架構(gòu)中的各項(xiàng)要素，所選取的變數(shù)仍欠缺完整。此外在虛擬的網(wǎng)路世界中，消費(fèi)者無(wú)法碰觸到實(shí)體的商品，也不能及時(shí)擁有該商品，所以對(duì)於「商品品質(zhì)」、「售後服務(wù)」及「安全性」存有疑慮，而商品的「多樣化」、「定價(jià)」是否合理，有無(wú)「促銷」活動(dòng)，也是網(wǎng)路消費(fèi)者所重視的因素。業(yè)者在經(jīng)營(yíng)網(wǎng)路商店時(shí)，可參考本研究層級(jí)架構(gòu)的三個(gè)層面，以掌握各項(xiàng)成功因素，來(lái)增加經(jīng)營(yíng)成功之機(jī)率。所獲得的結(jié)果，如層級(jí)串聯(lián)後各主要構(gòu)面之相對(duì)權(quán)重值及其整體排序（見(jiàn)表四）、層級(jí)串聯(lián)後各項(xiàng)評(píng)估指標(biāo)之相對(duì)權(quán)重值及其整體排序（見(jiàn)表五），權(quán)重值反應(yīng)是各評(píng)估指標(biāo)的相對(duì)重要性程度，且藉由權(quán)重體系的幫助，可了解各評(píng)估指標(biāo)對(duì)網(wǎng)路商店成功因素的影響。本研究參考國(guó)內(nèi)外相關(guān)文獻(xiàn)