Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99765
Title: 圖書出版社網路行銷策略與顧客購買意願相關之研究
Correlation Between Book Publisher’s Internet Marketing Strategy And Customer’s Purchase Intention
Authors: 楊美雪
石偉揚
Keywords: 圖書
網路行銷
購買意願
Book Publishing
Internet Marketing
Purchase Intention
Issue Date: 2010
Abstract: 研究指出,近年來人們透過網際網路獲取資訊已有超越傳統圖書閱讀的趨勢。在網路興起後,許多消費者會先在網路上蒐集資訊多方比較後再決定購買,網路目前已成為消費者做圖書購買決策的主要管道之一。此外,在網路購物調查的部分,「書籍/雜誌」在國內民眾最常購買的網路商品中,2008、2009年的銷售比例都居所有網路購物商品之冠。不僅證明圖書是網路購物中的暢銷商品,也顯示了圖書在網路購物市場上具有長期且穩定的銷售比例。 因應國人對圖書的消費偏好,再加上長時間使用網路的習慣,圖書在網路上的行銷策略也就變得日益重要。因此,本研究擬定三項研究目的:探討圖書出版社的網路行銷策略運用、顧客對圖書出版社網路行銷策略的看法、顧客對圖書出版社網路行銷策略的看法與購買意願的相關性。透過深度訪談法與網路問卷調查法來進行本研究的蒐證,以深度訪談法訪問圖書出版社負責網路行銷的人員;用網路調查問卷詢問曾有網路購書經驗的顧客對圖書出版社網路行銷策略的看法與購買意願,以了解看法與購買意願的相關性。研究發現圖書出版社會透過舉辦網路活動取得顧客資料以建立顧客關係,而顧客認為若舉辦網路活動時有贈品或折扣最能增進購買意願;顧客最希望圖書出版社蒐集其使用網路交易與售後服務的經驗感受,若提供個人化服務則能增進購買意願;而圖書出版社若提供多元的網路管道,積極經營並確實做到即時回覆能增進顧客的購買意願;最後,圖書出版社若定期在網路社群透露出書與活動訊息,並確實回應網路社群使用者的意見,亦能增進顧客的購買意願。
Study indicated that, people obtain information through the Internet beyond the traditional book reading trends in recent years. After the rise of the Internet, many consumers gather and compare information on the Internet first, And then they will make the decision to buy the book or not. The Internet has become one of the main pipeline for consumers make purchasing decisions. In addition, some Internet shopping survey show that, "books / magazines" was the most popular online product for people in the country during 2008 and 2009, The book is not only the best-selling products in online shopping, also shows the book sales of long-term and stable proportion in online shopping market. Therefore, this study developed three research purposes, are as follows: To explore the Internet Marketing Strategies of publisher, customer views to Internet Marketing Strategies of publisher, relationship between customer views and purchase intention to Internet Marketing Strategies of publisher. Study found that online activities will be held to obtain customer’s information and build customer relationships, if online activities afford gifts or discount then customer’s purchase intention will increase the most; customers hope that publishier should collect the experience when they use Internet service of publishe, and customer’ purchase intention will increase if personal service is available; Publisher provides multiple channels on internet and really make an immediate response can enhance the customer purchase intention; Finally, if publisher tell information of books and activities in internet community regularly, and respond customer’s quest indeed, customer’s purchase intention will also increase.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0695720209%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99765
Other Identifiers: GN0695720209
Appears in Collections:學位論文

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