An Action Research of Internet Group Buying Marketing: A Case for Essential Oil Massage Goods

• Main Authors: Wei-Ta Wang, 王偉達
• Other Authors: Kuo-Jen Yu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/86q3hc

碩士 === 南華大學 === 資訊管理學系 === 102 === 　　This thesis investigates the effects of Internet group buying marketing. An action research was adopted which the researcher market the essential oil massage goods in Ihergo web store in three phases. We concluded that web stores with Internet marketing activity such as keyword advertising, price promotion, blog marketing, social marketing and Internet lottery can improve web store visitors, sales of products, store turnover, number of orders and average total amount of orders. In addition, web stores that implement the Internet group buying marketing activities such as group buying EDM, initiator prize, member prize, keyword advertising, price promotion, blog marketing, social marketing and Internet lottery have better improvement on web store visitors, sales of products, store turnover, number of orders, average total amount of orders and exposure of products than that of original Internet marketing activities.