| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract
The emergence of the internet and the E-commerce not only has transformed the
traditional way of conducting business, but also provided a new medium, a new channel
and a transaction platform for firms to approach their customers. Even though the internet
marketing and online advertising seem to be one of the hottest streams of EC related
studies, but the main issue is “what does the consumer really need and want in this kind
of new transacting method?”. However, reviewed relevant references and found that it
was rare to study the issue on the influences of consumer′s behavioral intention in
customer′s perspective over the marketing-mix strategies. Therefore, the main purpose of
the study is to realize the influences of consumer′s behavioral intention in customer′s point
of view over marketing-mix project, also investigate the related factors of effecting on-line
customer′s purchasing behavioral intentions.
Based on marketing -mix from consumer′s perspective, this study is to explore the
influences of on-line purchasing behavior and intention when encountering issues likes
customer′s need and want, communication, convenience and shopper′s costs. In addition to
the foundation of trust, this survey also provides a solution by interfered effect of
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marketing-mix from consumer′s perspective and buyer′s purchasing behavioral intention.
Furthermore, by analyzing both online and in-home shopper′s experiences, managers
should tailor their marketing strategies to better satisfy the needs of the different group of
customers. This research was conducted in questionnaire survey and the interviewers were
targeted at 5 enterprises and one national university. There were 50 copies for each
enterprise and 100 copies for the students, which total questionnaire handed out were 350
copies and the valid samples are 272, and the valid recovering rate is 77.71%.
The study shows conclusions drawn from real diagnosis are below. First, The 4C,
means whole marketing-mix from custom′s perspective, have a significantly positive
influence on consumers′ intentions. Second, convenience and communication have major
influence on consumers′ shopping intention. The survey suggests that the managers should
take it as main consideration for bring convenience to the client and establish well
communication. Third, trust, the most difficult factor in cyber business, has partial
mediation effect, also provides a solution for the existence of EC websites. Finally,
consumer who has in-home shopping experiences, has more intention in trading on-line
relatively; As for the consumer′s intentions, it has also shown distinguished discrepancy
between customer with trade on-line experiences and without ones. The results offer
important implications for Web site designer in targeting strategies for setting market
segments in the future.
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