| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 89 === Abstract：
Rapid growth of Internet, the multimedia display and linking talent of WWW have made it a booming media. Traditional retailers invested their resources to build up web site and provide online services. By means of observing traditional retailers how to apply the Internet to understand the attitude of retailers. Do they take Internet as assistant tool or just an advertisement?
This research adopts case study and picks up two cases of convenience stores、general merchandise stores、department stores individually. This study is to explore the key factors of physical retailers applying the Internet and the differences of physical retailers applying the Internet and the influence of the Internet characteristic affecting the physical retailers. The main findings are as follow：
一、After comparing the cases, we find it very different that physical retailers on different channel apply the Internet. The performance of General merchandise stores are worse than convenience stores and department stores; 7-11 is the best in cases.
二、Due to the influence of the Internet characteristic, the partial function of physical retailers will be substituted, including commodity information、customer information、service after purchasing.
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