Following the prevailing of the internet, the vigorous development e-commerce has given great impacts on traditional tangible stores and the whole marketing environments. Information Technology has not only changed our lives, but also changed consumers¡¦ behavior and marketing channels; and the e-commerce effect has already started to permeate into every stratum of business activities, including the exploitation, marketing, and after-sales service of new products, brings the industries infinite business chances. According to the reports of Institute for Information Industry, the market of internet shopping is going into its high development period, and as the idea of internet consumption disseminates gradually, the internet business transaction market of consumers¡¦ side also becomes an important internet business area. As the portal site operators think the environment of internet shopping in Taiwan as mature, now not only the B2C market seems full of potential, the C2C trend is also not far from breaking out.
This research targets at the professional internet auctioneers who have used the auction websites to sell, exploratorily analyzes their operation strategy and performances. To be more specific, the main purpose of this research is to examine the relation between the individual characteristics, entrepreneurial motives, and operation strategies of the entrepreneur internet auctioneer and their operation performances, intending to realize if these differences in different economic situations would bring different influences into their performances.
Accordingly, I chose the auctioneers of the 2003 best-scale auction website-Yahoo! as research objectives, using internet questionnaires and invited auctioneers to answer them, and finally gathered 155 valid samples to identify the relation between their marketing strategy combinations and performances. Various data statistic analyses including descriptive statistics, factor analysis, reliability analysis, Pearson correlations analysis and regression analysis are completed by SPSS Version 10.1.
Through this research I find that in promotion strategies, if the auctioneers strengthen their sale skill and membership management system, the re-buy rate of members and the business volume can be heightened effectively; and by effectively holding the regular consumers, auctioneers can save a large amount of operation cost searching for new customers and thus can maintain their advantages in making profits. On the other hand, in product strategies, the auctioneers emphasize a lot in the best presentation of their product information (with pictures and texts), which obviously in turn helps them a lot in stimulating buying rates. Besides, the auctioneers also stress on the cultivation of their professional abilities and their knowledge about the products, along with the preservation of virtuous interactions with their customers, their operation performances can be enhanced even more.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0914104-163811 |
| Date | 14 September 2004 |
| Creators | Lee, Ming-hui |
| Contributors | none, Ting-peng Liang, none |
| 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-0914104-163811 |
| Rights | withheld, Copyright information available at source archive |
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