| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 97 === Online shopping has become popular to people. Today's consumers can use Internet to go shopping online and receive their products at home. Many companies have noticed such opportunities and have started to set up their homepages. It can provide other shopping alternatives for customers. This study proposes five network marketing strategies, including functional service strategy, price strategy, brand image strategy, advertising strategy and security and privacy policies. We argue that the network marketing strategies have positive influence on customer shopping value. Besides, customer shopping value will influence customer relationship quality. Otherwise, the characters of customers have moderating effects on the relationship between customer shopping value and customer relationship quality.
The empirical samples were people with online shopping experience in Taiwan. By questionnaire survey, the total number of useful samples is 413. We apply the regression analysis to make sure our results. The empirical results reveal five findings: (1) Internet marketing strategies have positive impacts on customer values, but internet advertising strategy has no significant impact on them; (2) Customer values have positive impacts on relationship quality; (3) Impulsive shopping is a moderator affecting the relarionship between customer values and customer relationship quality; (4) Buying frequency is a moderator affecting the relarionship between customer values and customer relationship quality; (5) Gender is a moderator affecting the relarionship between customer values and customer loyalty, but gender does not interfere with the relationship between customer values and customer satisfaction.
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