The Effects of Customers′ Four Cs on Trust and Online Purchasing Behavioral Intentions of Consumer

• Main Authors: Kun-Ming Tu, 涂焜銘
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/28238839527862909108

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 IV 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.