全球電子商務發展迅速，網路上販賣之商品也日趨多元化，消費者對於網路上購 物的習慣也逐渐養成，然而哪種功能屬性是消費者在網路上購物的重要考量因素，對 於網站設計來說是相當值得重視的。在眾多的商品當中，產品特性最特殊的莫過於農 產品，因為農產品具有易腐、品質差異大、季節性、不易標準化等特性，因此消費者 在網路上購買農產品時所考量的功能屬性亦是相當重要的。本研究以B2C為研究方 向，選取農產品網路商店做為分析的案例，以消費者的觀點來探討消費者心中對於農 產品網路商店的各功能屬性之重視程度，利用灰關聯分析（grey relation analysis)排序 出消費者對於各個功能屬性之重视程度，瞭解哪些才是消費者真正重視的。本研究最 後將分析結果彙整，提供給農產品網路商店經營者在未來設計網站時的策略參考，並 給台灣以外的國家在開發農產品網路商店的建議以及未來可行的研究方向。

With the rapid development of global e-commerce, products sold on the Internet are growing diverse, and consumers are more accustomed to making purchases from WWW (World Wide Web). In website design, it is important to know which functions are the main concerns of the shoppers on line. Agricultural products have their unique characteristics: they are perishable, seasonal, not easy to standardize and show apparent differences on qual-ity. Therefore, the functions of concern and the properties of the agricultural products on Internet are worth investigation. This study took B2C as the study subject, chose agricultural e-shops as analysis examples, discussed consumer attitude towards each function and property of agricultural e-shops from consumer viewpoint, and use grey relation analysis to permute these functions and properties to realize which functions are the real concerns of consumers. The results of this study provide agricultural e-shop keepers a strategy and reference on website design as well as throw light to foreign agricultural e-shop keepers for direction in the future.