| Summary: | 碩士 === 國立中山大學 === 資訊管理學系 === 87 === With the rapid development of electronic commerce, many organizations have established their electronic counterparts on the Internet. One challenge faced by those organizations is how to attract potential customers to visit their webstores and make online purchases. One promising approach is through online promotion.
The goal of this research is to study different online promotion models and their effectiveness. We proposed a classification of online promotion models through literature review and survey of existing webstores. An intelligent agent-based online promotion system was developed in this study. Finally, experiments were conducted to evaluate the effect of different online promotion models on such measures as purchasing quantity, intention of re-purchasing, customer satisfactory, etc.
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