the different attribute of online store- an industrial perspective

online stores are dramatically increasing and becoming popular, in a way that enterprisers invest tremendous resource and effort to meet customer requirements. however, the failure rate resulting from improper operation has been increasing year by year. by investigating the main cause, the operators cannot grasp the online store websites’ industry type and attribute category. therefore, they fail to effectively use resource, show website image of the stores and information quality, to further meet customers’ demand and obtain the expected operational efficiency. therefore, this research (1) grasps the website attribute of online stores by reviewing the literature; (2) sets up “online store website attributes structure” through qualitative method, serving as a basis for enterprisers to improve the operation/service mechanism; (3) sets up “industry breadth and depth graph”, so as to find the website content equilibrium degree of various industries’ online store and further obtain improvement strategy. it is believed that this research result, as said by the professors and scholars being interviewed, not only assists enterprisers to clearly grasp advantage/disadvantage and strategy of online store website attribute, but also promotes the effectiveness in resource utilization and the probability of success. meanwhile, this research result can also effectively link practical application and academic value and provide researchers with new direction and scope. dor :  98.1000/1726-8125.2015.0.27.0.0.84.101