Online Shopping

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陳君亭 96421400
郭千寧 96421876
Ming Chuan University
Investigating on-line shopping behavior in Taiwan


The research is focus on student of MCU as tanager of research. It probes into appearance of online-shopping whether effects change of consumer behavior or not. However, the online retailers emphasize only on the promotions of the products and the product’s functions. Perhaps, their focuses are difficult to attract the consumers as well as fulfill their demand. Hence, this research is based on Schmitt’s (1990/2000) SEMS, strategic experience modules and lifestyles theory. Therefore, “experience “of yahoo! Value lab, time student suggest that” experience” is the basis of a new economy. The commercial websites are requires to provide an unforgettable and amazing experience in order to prove their worthiness. Furthermore, Zaren addresses that creating experience is the mew battle ground because people today are motivated by experience. Subsequently, the online shopping vendors are supposed to satisfy the consuming experience of shoppers that come from different kinds of levels, in order to compete in this market.

Investigating on-line shopping behavior in Taiwan


Review of the Literature

Møller, J., & Hansen, T. (2009). European Journal of Marketing. 43, 9/10, 1154-1170. This paper seeks to investigate shopping orientation and online clothing purchases across four different gender-related purchasing contexts. Most adults provided responses with respect to purchasing clothing for themselves and for their partner, making a total of 906 cases distributed across the four purchasing contexts. T-tests and linear structural equation modeling were utilized to investigate expectations and hypotheses. Findings - The results support the expected differences in men's and women's shopping orientations and willingness to purchase clothing online. On average, consumers indicate that reduced difficulty in selecting items is sorely needed when purchasing clothing online. However, when evaluated across different purchasing situations, perceived difficulty in selecting items is an important action barrier only for women. Future research may also expand the model by suggesting other influencing factors on consumers' online clothing purchasing. Practical implications - In order to attract more men, online clothing retailers should improve perceived online fun, whereas difficulty in selecting items should be reduced in order to attract more women. Originality/value - The study is unique in the sense that it investigates online clothing behavior across four different gender-related purchasing contexts. Chad, R., Scott M., & William R. (2006). International Journal of Retail & Distribution Management. 34. 4/5. 308-333. To classify internet users into holiday shopper and non-shopper segments. Self-report data come from a national US sample of online internet users. Segments are customer revealed using traditional cluster analysis. Profiles are analyzed via descriptive statistics, graphs, and radar charts. Findings - Six important segments are identified in the data. Three of the segments describe active e-shoppers who are driven by a unique desire to socialize, minimize inconvenience, and maximize value. Focus is placed on holiday gift buying. Since, holiday shopping is very important to e-retailers, results are managerially interesting, but might not be indicative of other shopping periods. Practical implications - To be successful, e-retailers must understand those things that motivate and inhibit customer online shopping. Marketing activities targeted at reticent e-shoppers should focus on benefits, guarantee safeguards and facilitate technical literacy. Service, value, and online ambiance should be carefully tailored to meet the desires and expectations of each customer type.

Charles, C., & Mika, H. (2009). Effect of...
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