1
3
E89042
3
006
網路書店行銷通路選擇之影響因素探討
Influential Factors for Selecting the Online Bookstore Channel
1.丁承
1.Cherng G. Ding
1.國立交通大學經營管理研究所
1.Institute of Business and Management, National Chiao Tung University
001,002,003,004
1.國立交通大學經營管理研究所
1.Institute of Business and Management, National Chiao Tung University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
2000-02-162000-04-30
A.16 收到日期:2000-11-03
2
國內出版商、國外出版商、國內上網購書之族群

1

國內出版商:66份 國外出版商:77份 國內消費者:1824份


1824
001,007
01
C.2 聯絡日期:2000-11-03
2
1.國立交通大學經營管理研究所
1.Institute of Business and Management, National Chiao Tung University
1
C.7 資料公開日期:2002-08-01
2
008
2
1
1
1
2
3
3
002
1,2
1.行銷通路
2.電子商務
3.網路書店
1.Electronic Commerce
2.Marketing Channel
3.Online Bookstore
本研究旨在探討出版業者選擇網路書店作為行銷通路時的重要影響因素。我們考量組織、市場、產品、網路書店功能特性以及環境與競爭等因素構面,共研擬出 25 具體問卷題項,並針對國內外出版商進行隨機抽樣問卷調查。另一方面,我們也由消費者的角度探討相關重要因素。研究結果顯示國內與國外出版商及不同年齡層消 費者對於重要影響因素有些許不同的認知。大體而言,重要影響因素在於網路書店之潛在龐大市場、可藉以提升出版商之形象及具交易便利性與交易安全特色。國內 上網購書族則普遍著重於網路書店之「提供的書籍種類及數量較多」、「提供多種書籍查詢的方式」、「較易尋得市面上不易找尋的書籍」、「無時間限制的消費方 式」及「提供線上試閱的功能」等功能特性。網路書店行銷通路管理可以本研究所獲之重要因素為參考重點,兼顧業者與消費者的考量要素,作通盤的研究與評估, 以利制定較適之策略。我們建議出版商應持續加強改進網路交易之便利性與安全性,在消費者市場資訊交換與溝通和消費者情報回饋等資訊交流管道以及書籍種類、 查詢方式和線上試閱等資訊功能提供上應有更好的設計,藉以拓展廣大潛在市場,提升企業形象,發揮網路書店通路效益。

The purpose of this study is to investigate important influential factors for selecting online bookstores as marketing channels. 25 potential factors were identified through literature review and in-depth interview. They are based on such dimensions as organization, market, products, functions of online bookstores, and environment. Questionnaire surveys were conducted on publishers of Taiwan and those of other countries. The results indicated that relative perceived importance of the factors is affected by country. Relatively important factors were then reported separately for Taiwan and other countries. On the other hand, another survey was conducted to investigate important factors based on consumers\' viewpoints. The results indicated that relative perceived importance of the factors depends on consumers\' age. Relatively important factors were summarized for each of different age groups. The results obtained are helpful for publishers in making marketing strategies. We suggest that publishers should al ways improve transaction convenience and transaction security, design good ways of information communication and provide various functions of online bookstores to achieve channel effects.

D.16 完成檢誤日期:2001-06-08
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2002-11-14
D.19_1 最新版釋出日期:2002-11-14
1
1
1
2
1,3
10.6141/TW-SRDA-E89042-1
追蹤清單
下載(0)
申請(0)
遠距(0)