The Impact of E-commerce on Consumer Decision Behavior - A Case Study on the Home-Stay in Taiwan

• Main Authors: Yu-Hsiang Chiu, 邱裕翔
• Other Authors: Chien-Ming Chou
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/97407473551961855075

碩士 === 明道大學 === 管理研究所 === 95 === Due to the flourishing business internet applications and e-commerce, the goals of the tourist-oriented operations have been revolutionized to the new development era: customer relationship management. The distributed market demands, the tailor-made regional market needs, and the diversification of e-commerce as well as the prevailing multimedia technology are recognized among others as the vital inputs for the modern tourist development. In this study, author introduces the optimistic way of combining home-stay and e-commerce applications. In other words, the patterns of the customers’ decision making will be jointly correlated with both the home-stay practices and the degrees of the e-commerce applications. The main focus of this research is on the network user in Taiwan. Internet sampling survey through questionnaires are utilized to have an effective data analysis. This study was based on the demographic parameters of the consumer decision behaviors related to the website of home-stay. The factor analysis, cluster analysis, and regression analysis have also been used in this study. The results of the study show that the decision behavior of the internet users can be classified to six types and three clusters. Similarly, the social background of internet users may influence on their decision behavior. This paper also recommend that the operations of home-stay should form strategic alliances relationships among themselves and e-marketing strategies should be considered for the purpose of handling large-scale business opportunities.