| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 105 === Abstract
Beyond the rapid development of science and technology and its wide range of applications, the Internet is the necessary information tools for all walks of life. With the Internet technology, the application of business is the trend of trade around the world. E-commerce and online marketing is also an important channel for business marketing.
Taiwan 3C channel is a manufacturer-led exclusive agent access model, with the personal consumer market, the rise of the retail channel is also more diversified, began to appear multi-brand stores, discount channels, storage stores, website sales, ... and other types of access. However, 3C product life cycle shortened, the price changes quickly product features, to promote the 3C channel to be in response to this feature is different from other industries to adjust. The traditional path type, due to poor management efficiency, and the market information is not easy, so distinguish the electronics, 3C industry, professional channel type, are now reached the mature state.
This paper takes the Internet consumer of 3C industry network as the research object, and deeply discusses the relationship between the service quality of 3C industry, the reliability, the responsiveness, the guarantee, the concern and the re-purchase intention. To explore the results of the study with the mobile network questionnaire, put forward a comprehensive conclusion, and according to the conclusions of the 3C industry network marketing business practice recommendations for the industry and other 3C sales industry online banking industry reference.
Key words:3C Industry, Internet Marketing , Service Quality , Re-purchase intention
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