A FRAMEWORK FOR ANALYZING THE POTENTIAL BENEFITS OF INTERNET MARKETING网络营销潜在效益分析框架.pdfVIP

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A FRAMEWORK FOR ANALYZING THE POTENTIAL BENEFITS OF INTERNET MARKETING网络营销潜在效益分析框架.pdf

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Journal of Electronic Commerce Research, VOL. 2, NO. 4, 2001 A FRAMEWORK FOR ANALYZING THE POTENTIAL BENEFITS OF INTERNET MARKETING Melody Y. Kiang Information Systems Department College of Business Administration California State University, Long Beach mkiang@ Robert T. Chi Information Systems Department College of Business Administration California State University, Long Beach rchi@ ABSTRACT The Internet has provided a rare opportunity especially for small to medium sized enterprises. It moves organizations beyond the physical constraints of their traditional distribution channels and creates a world wide virtual community in which small and medium sized companies can compete with large enterprises. In this research, we focus on the use of the Internet as a virtual storefront where products are offered directly to customers. Our contention is that product characteristics play a major role in the successfulness of its marketing on the Internet. We reviewed benefits of online marketing along three channel functions and identified factors that impact the use of online marketing approach. A framework is proposed to help evaluate the chance f