网路书店商店印象属性初探——黄昱凯.pptVIP

Background The development of e-commerce is an efficient business model which enables new relationship between consumers and suppliers. In particular, the B2C market in Taiwan is obviously becoming a noticeable market. Sales volumes and market shares of store image, as well as their appeal to consumers have steadily increased. This paper is based on a study designed to develop a better understanding of the online bookstore image. Respondents were asked to indicate their agreement with these statements on 5-point Likert type scale (totally disagree to totally agree). In our study, a Web-based survey was employed. We selected an online bookstore which were listed as top twenty in revenue during 2006 in Taiwan. The online bookstore posted the banner for our survey and linked it to the survey site. In total, 502 cases were gathered in June 2007. The results of this exploratory study indicate that online bookstore image is built upon a number of traditional and new attributes. Three components of online bookstore image were shown by confirmatory factor analysis, the online bookstore image dimensions identified were “core demand”, “layout” and “information”. A better understanding of the effects of the various online bookstore image factors could lead to a greater strategic consistency and better resource allocation decisions. * * 2008.11.15 Institute of Publishing and Culture Enterprise Management, Nanhua University By Yu-Kai Huang An Exploratory Investigation of Online Bookstore Image Attributes Store Image Service Quality Behavior Intention Satisfaction Switching Cost Service Value Outline Introduction Components and attributes of online bookstore image Questionnaire design and data select Analysis and results Conclusions and limitations Introduction (1/2) .tw .tw Two major online bookstore in Taiwan Introduction (2/2) Store image has a long history of changing conceptualizations. Since the introduction of Martineau (1958) of store image as a concept in th