The Study on the Factors of On-Line Shopping:Evidence from Taiwan Umbrella Manufacturing Industry

• Main Author: 周隴均
• Other Authors: 薛明賢
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/9m9eh6

碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 103 === For avoiding the low-cost competition by competitors from China and southeast countries， Taiwanese Umbrella Manufacturers try to transform their business model from original equipment manufacturer (OEM) to self-own brand business。 On-line shopping provides a platform to Taiwanese umbrella manufacturers with self-own brand for promoting their brand。 However， those companies may not familiar with operating on-line shopping。 They also may not enough experience to on-line business marketing。 Whereby， rare Taiwanese umbrella manufacturers have successful on-line shopping experience。 For providing the direction of running on-line business to Taiwanese umbrella manufacturers， we study the previous literatures and summarize the possible factors for attracting customers to shop on-line。 We also interview 20 customers with the experience in shopping umbrella on-line and 5 on-line business owners。 We crosscheck the opinions from customers and owners and try to conclude the possible factors for attracting customers to shop umbrella on-line。 Based on the results， we conclude that the price， advertisement， product warranty， and transaction security are the main concerns by customers and owners。 Customers also concern the on-line customer service and brand name。 In contrast， these two factors are not the main concern by owners。