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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32968

    Title: 網路購物消費者之價格敏感度研究
    Other Titles: A research of online customers' price sensitivity
    Authors: 林淑惠;Lin, Su-hui
    Contributors: 淡江大學管理科學研究所碩士班
    李培齊;Lii, Peirchyi
    Date: 2005
    Issue Date: 2010-01-11 03:02:59 (UTC+8)
    Abstract: 從網際網路中衍生出一種實體商店與虛擬市場結合的電子商務,改變了企業經營之遊戲規則,也對市場經濟與傳統消費者行為也產生很大的刺激與衝擊,在外界看來選擇網路購物之消費者皆受網路購物所能提供之便利性以及低成本所吸引,甚至在購買商品時,可從網際網路上搜尋到商品的任何價格資訊,並進行比價。然而,價格差異是否真的能夠影響消費者在網路上的購買行為,亦即網路購物消費者是否為商品資訊與價格敏感度高者?
    As the e-commerce derived from exist stores and cyberspace marketing, it effects business management, and also rocks the economic and traditional consumer behavior. Those consumers who chose to shop on the internet, are understand by the attraction of convenience and low cost; certain information about the price could be searched and compared on the internet. But, does the price do effects consumer’s behavior on the internet, which means that are such consumers more sensitive to product’s information and it’s price?
    This research is for understanding the price sensitivity of internet consumer, and their consumer behavior characteristic. Internet enterprise and companies could referential our result, to decrease the rate of making wrong marketing process.
    This result shows that internet shopping consumers have higher price sensitivity than other consumer groups. Higher rates of internet shopping purchase, takes more attention on promotions, and they could be effect easily by advertisements. On the other hand, the more information that consumer get, they could be effect by advertisement easily, they won’t have such a high sensitivity about price. The loyalty of people (who often purchase by internet shopping) to certain brand or store cannot be showed by the sensitivity of price.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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