| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 92 === Abstract
The marketing activities and conceptions are changing along with time evolution. The flourishing development of internet also affects our marketing management, decision making, and commercial design. It really brings great impact to business management.
The writer of this thesis uses questionnaire to find out the key factors that affect purchase intention of shopping at internet bookstore and also give some ideas about the internet bookstore management strategy.
The result of this thesis shows that production perception, shopping convenience, customer service and customer risk are the four main factors that affect the purchase intension of shopping at internet bookstore. 4P and 1S can be the key strategy of managing internet bookstore.
Keywords: Internet Bookstore, Purchase Intention, Marketing Strategy
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