The Successful Factors for the Establishment of Online Store: The Case of Chinese Food

• Main Authors: Yu Hsueh Kan, 于學侃
• Other Authors: Yong-Yang Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/f36862

碩士 === 開南大學 === 商學院碩士在職專班 === 102 === Opening online stores is not too much restrictive, but for a long-term business, it still needs to be concerned. In this study, special ingredients, such as dishes served on Chinese New Year’s Eve, rice dumplings served on Dragon Boat Festival and cakes served on Moon Festival, are taken as examples to discuss about the beginning of online stores. Entrepreneurs should pay attention to online shoppers’ ordering considerations so as to reflect the consumers’ needs and demands. The questionnaire is based on four dimensions, merchandising, payment security, freight freshness and returning service in this study. Empirical data is collected and analyzed with statistical software “SPSS,” and verify the four dimensions of entrepreneurial success factors. Through this study, data collection and data analysis, the conclusion is: network platform explicitly ingredients styles and features, along with photos, accepted by consumers; convenient way to pay online platform for consumers and guaranteed security is consumer acceptance; goods to ensure delivery of fresh and clear distribution methods, accepted by consumers; & Returns services easily and quickly, and express return standards accepted by consumers. According to recommendations of this study were as follows: return service online store to do to avoid the loss of customers; site data management to real-time updates, and always pay attention to food safety checks; and online store to properly manage customer information and instant communication with customers.