| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 105 === This study discussed that brand’s owner should pay a high cost to establish an exclusive official website or choose other electronic commerce (EC) platform when communicating with target market. The consideration factors and its importance (weight) were also analyzed. Since brand’s owner and consumers play different roles in the supply side and demand side of EC, the choice of EC platform should have different considerations. According to this, the research first used the depth interview method to understand the business strategy of the case company. Then the questionnaire investigation is used to understand the consumers’ platform choice, consideration factors and satisfaction of online shopping. Finally, the Analytic Hierarchy Process (AHP) is used to understand that the brand’s owner evaluated measurement criteria about EC platform and alternatives appraisal.
According to the results of questionnaire investigation, consumers are most satisfied with the brand's official website, followed by Yahoo Kimo shopping center and momo shopping center. Among 29 measurement criteria of EC platform choice, the top three most important items are "search classification function", "To accept the return and refund" and " enjoy free of the warranty period". Consumers most often purchased cosmetics in the three EC platform, which were momo shopping center, the official website of the brand and Yahoo Kimo shopping center in order. This research would take the three EC platform as the alternatives for AHP.
The AHP results found that the experts suggested the brand’s owner should choose "momo shopping center " as the first choice of EC platform, followed by "Yahoo Kimo shopping center ", and finally "Skinpotion brand official website". In the position of brand’s owner, the choice of EC platform were "Yahoo Kimo shopping center ", "momo shopping center ", "Skinpotion brand official website" in sequence. The most important measurement criteria of EC platform choice were "Platform Image (Management)", followed by "Platform Service" and "Platform Hardware and Software (rear-service support)". In the position of brand’s owner, the sequences were "After-sales Service", "Platform Image (Management) ", "Cooperation Mechanism ". For non-brand’s owner, the sequences were "Platform Service", "Platform Image (Management)", "Platform Promotion".
Based on the conclusions and differences discussion, this research explored the implications of marketing to provide the case company with reference of EC platform choice as channel strategy. This study found that the brand’s owner make decision on selection standards of EC platform, finally should consider the consumer preferences, including Internet spending habits, the importance and satisfaction of the consideration criteria. To understand and master the characteristics of consumers, the company could get niche in the market.
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