Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study
碩士 === 元智大學 === 資訊管理學系 === 100 === Virtual communities are generally recognized as being useful channels for individuals and organizations to generate great sales value, especially transaction-oriented ones, such as online auctions. Although previous research has found that this form of virtual comm...
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ndltd-TW-100YZU053960182015-10-13T21:33:10Z http://ndltd.ncl.edu.tw/handle/05483000361839460824 Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study 網路電子零售商發展及經營虛擬社群之研究:多個案分析 Zhi-Xian Zhao 趙芷嫻 碩士 元智大學 資訊管理學系 100 Virtual communities are generally recognized as being useful channels for individuals and organizations to generate great sales value, especially transaction-oriented ones, such as online auctions. Although previous research has found that this form of virtual community easily promotes e-business and/or e-commerce development, in particular by establishing e-shops, there have been limited studies looking into how such e-shops operate. Hence, the purpose of this study is to provide insights into these phenomena, thereby expanding upon the sparse extant knowledge. The investigation employs a multiple case study approach that involves observing six cases of new entrant e-retailers conducting their businesses on the Yahoo! e-auction. The research results reveal that: (1) amusing stories can attract visitors to surf the sites; (2) online promotion with pictures can increase visitor attention; (3) “spick and span” product presentation forms in e-shops can help convert visitors into buyers; (4) amusing sales promotion draws in more sales; (5) through using the Q&;A function to highlight the service or a promotion can increase the possibility of a product being purchased; and, (6) it emerges that short lived (approximately one week) online promotions in virtual communities, in particular, have a positive impact on sales. With regards to the research limitations and how this enquiry has been received by the academic community, this is discussed in the last section. JoyceYi-HuiLee 李怡慧 2012 學位論文 ; thesis 50 en_US |
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碩士 === 元智大學 === 資訊管理學系 === 100 === Virtual communities are generally recognized as being useful channels for individuals and organizations to generate great sales value, especially transaction-oriented ones, such as online auctions. Although previous research has found that this form of virtual community easily promotes e-business and/or e-commerce development, in particular by establishing e-shops, there have been limited studies looking into how such e-shops operate. Hence, the purpose of this study is to provide insights into these phenomena, thereby expanding upon the sparse extant knowledge. The investigation employs a multiple case study approach that involves observing six cases of new entrant e-retailers conducting their businesses on the Yahoo! e-auction. The research results reveal that: (1) amusing stories can attract visitors to surf the sites; (2) online promotion with pictures can increase visitor attention; (3) “spick and span” product presentation forms in e-shops can help convert visitors into buyers; (4) amusing sales promotion draws in more sales; (5) through using the Q&;A function to highlight the service or a promotion can increase the possibility of a product being purchased; and, (6) it emerges that short lived (approximately one week) online promotions in virtual communities, in particular, have a positive impact on sales. With regards to the research limitations and how this enquiry has been received by the academic community, this is discussed in the last section.
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author2 |
JoyceYi-HuiLee |
author_facet |
JoyceYi-HuiLee Zhi-Xian Zhao 趙芷嫻 |
author |
Zhi-Xian Zhao 趙芷嫻 |
spellingShingle |
Zhi-Xian Zhao 趙芷嫻 Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
author_sort |
Zhi-Xian Zhao |
title |
Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
title_short |
Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
title_full |
Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
title_fullStr |
Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
title_full_unstemmed |
Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study |
title_sort |
business strategies of new entrant e-retailers in virtual communities: a multiple case study |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/05483000361839460824 |
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