The study of management strategy of online stores
碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === With the booming development of the Internet, more and more online stores are appeared in human life. The growing the Internet market, the importance the management strategy of online stores. In this study, consumer conformity, customer value and shopping enviro...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/73896e |
| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === With the booming development of the Internet, more and more online stores are appeared in human life. The growing the Internet market, the importance the management strategy of online stores. In this study, consumer conformity, customer value and shopping environments factors are concerned, and the research verify their impacts on consumers brand trust and recommendation toward online stores. The major conclusions of this study are as follows: 1. people possessing conformity behavior prefer to trust and recommendation toward specific online stores. 2. the customer values of on-line stores determinate consumers brand trust and recommendation. 3. the shopping environments of on-line stores determinate consumers recommendation. 4. brand trust of consumer have high impacted on the recommendation intention toward online stores. The study confirms the effects of the majority effect, shopping environments and consumer value theory on consumers choice decisions toward online stores. The research findings could be referenced online store retailers while developing their business plan and promotion strategy in the electronic commercial marketplace.
|
|---|