| Summary: | 碩士 === 銘傳大學 === 商品設計學系創新設計與管理碩士在職專班 === 106 === Recent years has witnessed the rapid development of Taiwan’s e-commerce. Facing the increase of domestic online platforms along with the injection of foreign brands, the overall market is very dynamic. In such competitive environment, the industry dealers must find successful marketing strategies so that they can operate in a stable and sustainable manner, taking a place in the market. In addition to strengthening the strength of the goods, perfecting the service and improving the system, the most important is to meet the demands of consumers and further increase the viscosity of consumers, thereby transforming them into loyal customers and raising the overall performance.
This study mainly explores the comparisons of factors that the consumers choose shopping websites by taking momoshop and books.com.tw as examples. The study intends to have a deep insight into the behavior models and consideration factors of choosing platform of consumers from the perspective of consumer and supplier. As for consumers, the Focus Interview was applied and, in this research, the advantages and disadvantages in terms of product, system and service of these two websites were compared and the shopping experience was shared. With respect to supplier, the In-depth Interview was taken to understand the condition of supplier and these two platforms as well as the satisfaction. Moreover, from supplier, the traits and appearance of consumers would be observed.
Based on the interview results, consumers had showed a higher satisfaction with momoshop compared with books.com.tw. The reasons why consumers chose momoshop were as follows: 1. There were more promotions and discounts. 2. With more complete products. 3.With user-friendly user interface. The reasons why consumers chose books.com.tw were as follows: 1. convenient for pickup. 2. Selling the cultural and creative products with high differentiation. 3.With rich variety of books. Recommendations: 1. Ensure more diverse products are available and create differentiation. 2. Provide considerate services to surprise the customers. 3.Combine with science and technology and create new selling points. 4. Integrate the online and offline shopping and provide consistent shopping experience.
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