本研究旨在瞭解，消費性電子產品企業網站中，所提供的自助服務功能與使用者需求二者間的落差。首先以內容分析法觀察116間消費性電子產品企業網站自助服務的內容現況，再使用網路問卷調查法，蒐集具有消費性電子產品企業網站自助服務使用經驗的使用者對該此網站自助服務之需求程度，總計回收409份有效問卷。再使用統計方法進行分析比對，進一步瞭解比較消費性電子產品企業網站自助服務所提供現況與使用者看法是否有落差。本研究之發現分述如下：

1. 消費性電子產品企業網站資訊自助服務以「產品資訊服務」提供比例為最高；支援自助服務以「技術服務」提供比例最高；交易自助服務以「廣告/促銷服務」提供比例最高。
2. 使用者對消費性電子產品企業網站資訊自助服務需求以，「產品資訊服務」需求最高；支援自助服務以「技術服務」需求為最高；交易自助服務以「交易安全機制」為最高。
3. 不同性別、職業、教育程度、使用網路資歷、平均每次瀏覽消費性電子產品企業網站的使用者對資訊自助服務需求有差異；不同月收入、網路資歷、使用消費性電子產品企業網站資歷、平均瀏覽消費性電子產品企業網站時間的使用者對支援自助服務需求有差異；不同性別、職業、網路資歷的使用者對交易自助服務需求有差異。
4. 消費性電子產品企業網站自助服務提供之「下載服務」、「交流回饋服務」、「交易安全機制」與「購物說明服務」與使用者需求落差最大。

This study mainly attempts to find out the gap between self-service function and users' needs in consumer electronics corporate websites. First of all, it observes the status quo of self-service function from 116 websites selling consumer electronics with content analysis. Then it uses questionnaire survey on the Internet to collect the data from those who ever experienced self-service function and analyzes their extent of needs about self-service function of consumer electronics corporate websites. Totally it has 409 valid questionnaires. Furthermore, it adopts statistical methods to find out the difference between users' viewpoint and the status quo of consumer electronics websites' self-service function as follows:

1. The self-service function of consumer electronics corporate websites supplies "information service of products" on self information service for the most; "technical service" on self support service for the most; "advertising/promotional service" on self transaction service for the most.

2. Users' extend of needs on consumer electronics corporate websites requires "information service of products" on self information service for the most; "technical service" on self support service for the most; "transactional security" on self transaction service for the most.

3. Users of different genders, occupation, education levels, years of using internet, and durations of browsing consumer electronics websites have different needs on self information service. Users of different incomes, years of using internet, years of using consumer electronics websites, and average durations of browsing consumer electronics corporate websites have different needs on self support service. Users of different genders, occupation, and years of using internet have different needs on self transaction service.

4. It makes the greatest differences between "download service", "interactional feedback service", "transactional security", and "shopping explanation service" of consumer electronics products websites and users' needs.

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