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E90053
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網路零售行銷:零售業之網路涉入程度、企業特性、行銷策略與效益關係之研究
Internet Retail Marketing: A Study of Retailer Adoption of Internet, Company Characteristics, Marketing Strategies, and Effectiveness Relations
1.劉菊梅
1.Chu-mei Liu
1.開南管理學院國際企業學系
1.Departmant of International Business, Kai Nan University
001,002,003,004
1.開南管理學院國際企業學系
1.Departmant of International Business, Kai Nan 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):2001-08-01
A.14 計畫執行期間(訖):2002-07-31
2002-01-152002-05-15
A.16 收到日期:2002-11-13
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使用網際網路者

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363


363
001,007,096
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C.2 聯絡日期:2002-11-25
2
1.開南管理學院國際企業學系
1.Departmant of International Business, Kai Nan University
1
C.7 資料公開日期:2002-08-01
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008
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1.行銷策略
2.零售行銷
3.零售業
4.網路零售
1.Internet Retailing
2.Marketing Strategies
3.Retail Marketing
4.Retailing
 估計至2005年全球將會有十億人口使用網際網路,而電子商務的交易額將於2004年時達到6.8兆美元,尤其是亞太地區及西歐地區的國家會在短期間急 遽成長,網際網路市場的成長潛力無限。零售業受到網際網路的衝擊甚巨,網際網路的應用為零售業者創造了一個新的經濟局勢,使其得以革新性的方式提供產品與 服務。對零售業者而言,網際網路所扮演的角色以及網路行銷架構的建立是二個急需釐清的問題。本研究將探討零售業對網際網路的涉入程度,以及分析業者在網際 網路上的行銷活動所產生的效益。透過問卷調查,本研究發現企業經營型態、行銷策略與消費者個人因素會對網路零售涉入程度與網路零售活動效益間關係產生影 響。

Global Internet usage is well on it way to reaching 1 billion users by 2005, and the revenue of e-commerce grow 120% in 2000, the growth will increase largely in a short period especially in Asia and Europe area. There is no industry have created a new economy for retailers, and an innovative way to conduct business. There are two key areas of confusion emerge for retailer: first, what role can the internet play in retailing marketing; and the second, how to build the structure of internet marketing. This article is trying to identify the roles of internet to retail marketing, and analyze the marketing strategies of retailers on site, and the expected beneficial results. This article finds that the effect of “the type of Taiwan’s retailers’ web site” ,“Internet marketing strategies” ,and “consumers’ characteristics” to customers’ behaviors and intention. It could provide future research and practically suggest Internet marketing strategy for firms.

D.16 完成檢誤日期:2003-10-17
D.17 預定釋出日期:2003-11-28
D.18 初次釋出日期:2003-11-28
D.19_1 最新版釋出日期:2003-11-28
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10.6141/TW-SRDA-E90053-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E90053
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