| Summary: | 碩士 === 南華大學 === 資訊管理學系碩士班 === 90 === The presence of internet promoted the flourishing development of electronic commerce. It changes gradually the trade model traditionally based on the real entity of business. Shopping on-line has become another choice of consumers these days, but what is the reason that causes this movement of change ? Is that only because the price is low on internet ? This study aimed on the marketing strategy on books and CDs. Then, we analyzed the various factors that drags people buying on-line. This study revealed that price on-line is not lower than conventional shop in Taiwan. Other factors such as 「Product Details」, 「Keywords Search」, 「Consumers Information Accumulation」, 「Discriminated Pricing」, 「Promotion Activities and Information」, 「Membership」and 「On-line Buying Function」are important factors for stores joining the electronic commerce.
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