有鑑於全球經濟體系由傳統邁向「網路」經濟新時代，本研究探討「網站内容」之關鍵成功因素。「網 站内容」是「網站經營者」對於「網站」所能操控的「設計因素」，例如：網站的設計（網站畫面的安排、商 品的分類方式及網站設計的更新速度）、商品（商品的品質、商品種類的寬度與廣度及商品的存貨資訊）、促 銷（促銷的折扣資訊、配合消費者偏好的促銷期間及促銷的折價券資訊）…等。 本研究之目的為探討出「網站内容設計因素」提供給經營者提升其網站内容品質後，使大家未來在虛擬 通路購物時，不只僅重視商品的「價格」，而且願意去瞭解各網站或各社群媒體所提供的「差異性」之「内 容」來決定是否購買。本研究以文獻蒐集之方式彙整「網站内容設計因素」發展出「網站設計構面之問卷」， 問卷回收201份。 本研究透過「灰關聯分析法」分析問卷，並將萃取出的「網站内容設計因素之關鍵成功因素」提供給網 站經營者參考，以利其提升「網站内容設計」之品質及網站瀏覽者的使用意願，進而發展出適合的行銷策略 來吸引消費者瀏覽網站。

As the global economic system shifts from the traditional towards Internet of new economic era, the present study was to investigate the website content of the critical success factors. Website content is the design element of website operators that can be controlled, such as: website design (website screen arrangement, classification of goods and website design update rate), commodities (commodities quality, types of goods, inventory information, and width and breadth of goods), marketing (promotional discount information with consumer preference information and coupons during the promotion)…and so on. The purpose of this study was to explore the website content design factors for the operators to enhance their quality and content of the website. Thus, virtual shoppers not only pay attention to the commodity price, but are willing to understand the difference of each website content to decide whether to buy. In this study, the questionnaire aggregated website content design factors developed by literature searching, 201 samples received. In this study, critical success factors were extracted through the gray relational analysis for the website content design, provide a reference for the website operator to enhance website content design and the quality of the website. Thus, this study facilitates the operators themselves to develop appropriate marketing strategies for attracting consumers to visit the website.