Study on How Marketing Mix Affect Online Consumer Intent on Purchasing Traditional Industry Products Online - Shoe Industry Case Study

• Main Authors: Ting-chia Chen, 陳定佳
• Other Authors: Cheng-Neng Lai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/04081053522651439119

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === Throughout Taiwan's economic development, Taiwan's shoe industry has long held a crucial position in the international division of labor system. However, the addition of newly industrialized nations in recent years now challenge Taiwan's advantageous position as an original equipment manufacturer (OEM) in the shoe industry, forcing corporations to seek new means of survival. Thus, in addition to increasing efforts in technology and technique, corporations are also more actively oriented towards marketing and brand management. Amongst the many products in conventional industries, this paper focuses on the shoe industry not only because the shoe industry was once a key industry for Taiwan's foreign exchange revenue, but also because difference in sizes means that the shoe industry does not produce "one size that fits all" products with standardized specifications. The paper explores how marketing mix 4P and 4C affect consumer intention to purchase shoes through physical channel and virtual (online) channel. In order to understand the effects of marketing mix 4P and 4C on consumers, the paper conducts qualitative research by adopting the in-depth interview method. Eight subjects with online shoe shopping experience were chosen by purposive selection. One-on-one interviews and interaction were conducted in order to understand how marketing mix strategies affect consumer purchase intention of shoes through physical and virtual channels, given that shoes are commodities of a conventional industry that are provided in different sizes according to the client. The following conclusions were derived in the paper after the interviews: I. Physical channel consumers value the reputation of brand; online consumers value clear and precise information on the website that can fulfill the demand for consumer information. II. Product pricing in physical channels are affected by the sales channel; online merchants provide special commodities so that consumers are willing to take on related risks from purchasing shoes online. III. Consumers tend to neglect the store layout of physical channel stores; online stores provide consumers with simple and convenient shopping procedure, providing a fast and convenient shopping environment. IV. Physical channels tend to adopt conventional promotion methods in combination with online promotional resources; online merchants engage in bidirectional communication through online interactions that provide more personal experience for consumers.