Books and magazines are the two most popular merchandises traded through e-Commerce. This thesis is a case study of the largest online bookstore ¡§Books.com.tw¡¨ in Taiwan. It was founded in 1995 and was the first online bookstore for Chinese Internet customers. Without brick-and-mortar bookstore, ¡§Books.com.tw¡¨ has focused on the advances of information technology and the efficiency of e-commerce operation. This research analyzes the trends of online bookstore and the impact of the 24-hour delivery service by ¡§Books.com.tw.¡¨ The qualitative research method was adopted for the research design, data collection and analysis.
The research results are summarized into the following four findings. First, the e-commerce strategies of ¡§Books.com.tw¡¨ have extended to from selling books, CDs or DVDs to become an e-retailer. Second, the word-of-mouth marketing and virus marketing play important role for the online bookstore that can effectively approach its target customers. Third, the success of ¡§Books.com.tw¡¨ can be comprised of the three online transaction characteristics that are convenience, safety and speed. The service has built customers¡¦ royalty and increased repurchase rate as well as the sales and the profits. Finally, with the information integration associated with the efficient logistic management, ¡§Books.com.tw¡¨ successfully executes the 24-hour delivery policy that has firmly assured its leading position of online bookstore in Taiwan for recent years.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0707109-104744 |
| Date | 07 July 2009 |
| Creators | Kuo, Hsiao-his |
| Contributors | Hsin-Hui Lin, Fen-Hui Lin, Feng-Yuan Kuo |
| 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-0707109-104744 |
| Rights | restricted, Copyright information available at source archive |
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