| Summary: | 碩士 === 銘傳大學 === 財務金融學系碩士班 === 107 === In its development, the Internet went from transmitting and exchanging
information (virtual to virtual) to becoming a mode of transfer between virtual and physical bodies (virtual cross-entity). The communication tools and Internet services have also been transformed due to developments. From general purpose channels without specific objectives, they have now become e-commerce behavior sites that target commercial profits. Traditional communication and shopping methods have gradually turned to utilizing virtual channels. Consumers no longer have to visit actual stores in various places to buy products, which greatly reduces the distance between suppliers and consumers. In past market models, vendors can only seek feedback from the existing market to search for their potential customers and clients’ preferences. However, such feedback is not immediately accessible and it is also difficult to provide immediate responses to consumer feedback. Consumers may also change their original consumer preferences due to distance. At present, the popularity of smart phones and the development of communication networks have changed the online shopping methods. Previous, the only way to conduct online shopping was to use desktop computers and connect to the Internet, but now, consumers can shop at any time and any place, which expands the range of channels for vendors.
Beauty, skincare and healthy food products and supplies all have higher product involvement. This study aims to find out if vendors can provide corresponding services based on the consumer characteristics and whether or not vendor characteristics significantly affect consumer characteristics.
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