| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 91 === In this paper, the operation of cultural industry on web business is investigated and in which way the enterprise would be successful in web business will be discussed and presented. In discussing the web business management, the " front-back stages" of Dramaturgical theory that has been widely referred in service business is introduced in describing the circumstances of web business; a front stage seen by the customer and a back stage that the business is operated. By a full-scale investigation,
the sectors by which the company can succeed on web business can be concluded.
From analyzing the statistic data and previous studies, fourteen factors have been concluded in affecting customer''''s decision of making on-line purchase. There are:
reasonable price，Rang of the stock，well-organized purchasing system，Security and confidentiality at on-line purchasing，Delivery time Up-to-date information
Brand identity，degree of customer-oriented system creative goods and customer service Domination in existing market，A user friendly interface，Contents of the on-line business .On the other hand, there are four sectors affecting in operating the web business; labor involvement, Internet marketing, strategy alliance, and secure system and the use of technology. Those also can be divided into twelve different features. In targeting those cultural enterprises that have run on-line service in Taiwan, the factors that trigger the on-line purchase is collected and analyzed in the paper, and an in-depth interview with the high profile companies is followed. By cross-examining the statistics gathering from the questionnaires and the result of interviews，The way why some companies can succeed on web business in cultural industries is revealed.
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