Electronic Software Distribution(ESD) sprung up in the U.S.A. from 1994. The business volume of global ESD market was 2.5 hundred million in 1996 and the growing rate was over 100% every year. ESD attains to maturity in the U.S.A. and Europe, but the concept of ESD is still in the initial stage in Taiwan. There are a few firms offering services in this scope. However, consumers do not understand ESD clearly. Furthermore, there are very few researches about ESD in Taiwan. All the circumstances are unfavorable for popularizing and promoting ESD in Taiwan. For the above mentioned reasons, this study will seek to further our understanding of consumers¡¦ purchasing behavior and purchasing factors through ESD and how important the purchasing factors affect consumers¡¦ behavior.
This study got the purchasing factors of ESD by analyzing and generalizing the functions of distribution in the Web, the characteristics of Internet marketing and digital product, and the Internet consumers¡¦ purchasing factors. After that, this study analyzed the importance of these ESD consumers, purchasing factors.
A web survey was conducted on one ESD web site, called SoSoft.net. The total valid sample is 95 consisting of 37 ESD patrons and 58 ESD non-patrons. And the main findings of this research are as the following:
1.The purchasing frequency of the ESD patrons is unfixed, the rate of repurchase is high and the average amount of purchasing is medium.
2.The characteristics of the responded majority are young, highly educated, and are students or employees of the IT industries.
3.The ESD consumers had long histories of using Internet. They tend to be frequent and long hour Web surfers. About half of them have Broadband (ADSL) access to the Internet.
4.For the ESD patrons, six factors are extracted from the questions on ESD purchasing factors. The factors are ¡§purchasing process¡¨, ¡§characters of Internet marketing¡¨, ¡§variety of service¡¨, ¡§option of products¡¨ and ¡§transaction costs¡¨. As for the ESD non-patrons, six factors are extracted from the questions on ESD purchasing factors as well. The factors are ¡§design of the website content¡¨, ¡§characters of Internet marketing¡¨, ¡§distinctive products and service¡¨, ¡§efficiency of purchasing process¡¨ ¡§Web security¡¨ and ¡§availability of try-before-you-buy service¡¨.
5.The ESD non-patrons are much more concerned with the security of payment and the privacy of personal data.
6.With ESD purchasing experience or not, the Consumers value all the purchasing factors with the same importance.
7.The ESD patrons¡¦ concerns of ¡§purchasing process¡¨, ¡§variety of service¡¨ and ¡§option of products¡¨ are influenced by their different age. And their occupations influence their concerns about ¡§variety of service¡¨. As for ESD non-patrons, their gender and education influence their concerns about ¡§distinctive products and service¡¨. ¡§efficiency of purchasing process¡¨ is influenced by the difference in monthly income.
8.The area of residence, Internet connection speed, and the period in history of contacting Internet do not influence the ESD consumers¡¦ concerns of purchasing factors.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0606102-094122 |
| Date | 06 June 2002 |
| Creators | Lee, Wei-Ju |
| Contributors | Ming-Rea Kao, Tai-Hwa Chow, Tsuang Y. Kuo, Junying Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0606102-094122 |
| Rights | off_campus_withheld, Copyright information available at source archive |
Page generated in 0.0102 seconds