A Study of Key Successful Factors-A Case Study of Eastern-Home Shopping

• Main Authors: Chih-Kai Chiu, 邱志凱
• Other Authors: CHIH-WEN HUANG
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/35714379950641916100

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 100 === Abstract: In this study, online shopping has become a new trading patterns between business and customer. According to Institute for Information Industry (MIC) of the 2011 survey report showed that Taiwan''s B2C e-commerce market has reached $ 250 billion, showing a growth rate of 3-4 percent in the past few years. The total revenue is accounted for the overall retail market in Taiwan is about 6.4%.However, most of the shopping sites have not been able to identify the mode of operation and profit and finally facing the fate of the closing. After the rapid development for decades, the market tends to be more saturated, the strength of future growth will also slow down. Industry business in the shopping site should grasp and understand the critical success factors in order to build the company''s best business model. In this study, the Eastern Home Shopping Network(EHSN). EHSN is a large retailer and has four channels such as TV, Internet, catalog and phone. The Group has resources which available to support each other channel. By Comparing to pure online shopping industry, the mode of EHSN operation is slightly different from others. Through literatures review and interviews, a summary of critical success factors of the EHSN are listed as below: 1. Price / quality is the most critical factor to build a successful online shopping platform. 2. Types of goods / quantity will affect the willingness of the customer''s repurchase. 3. Information security is closely related to the sustainable development of a shopping website. 4. The User-friendliness and search engine efficiency of a website will affect its customer''s shopping experience and the time they spend on it. 5. To simplify the procedure of purchase and return can enhance the customer''s willingness to spend. 6. Appropriate sales promotions can effectively improve sales volume. 7. The accessibility of the customer service platform and the accuracy and currency of the information will improve customer satisfaction. 8. Market segmentation can shape the image of customer-focused Web site.