The Study on the Effects of an Internet Store by Using Sales Promotion Events in the website.

• Main Authors: Chao-Hsu Hsieh, 謝朝旭
• Other Authors: Hsin-Yu Shih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/87890191243107143932

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 101 === Taiwan’s online shopping had been developed and is growing up year by year, and there is a violent competition at the online market. Online stores had been struggled to figure out to attract the attention of the consumers by different campaigns. However, online stores focus on the operating performance mainly. This study aims to evaluate the effects of operational performance by various promotion campaigns, and explore the moderate effects on the brand awareness and advertising by the campaigns. After all, this study is available to provide the suggestions of promotion campaigns to obtain the target operational performance for online stores. This study is an analytical foundation based on the consumer’s purchase behavior of actual consumption, it is used to explore the effects of the operational performance by the promotion campaigns on an online store. 10 online stores are the study targets, and analyze the data of original sales information, such as daily new members, website flows, sales revenue, order from former members, etc from June 2012 to December 2012. The operational performances on the online store conduct the different effects by various promotional campaigns. This study infers a conclusion after exploring the above data : if the online stores prefer to have the promotional campaigns for operational performance, discount campaigns on the business are the most effective, there is no significant and positive moderate effects of brand awareness on the promotional campaigns, and it also breakup the myths that brand is guaranteed to success. Advertisings of promotional campaigns had influenced the operational performances with the significant and positive moderated effects, and it indicates the importance of advertising promotion. The promotions aimed to expect to maximize the sales revenues effetely and helped the website flow via promotional campaigns. In recent years, the online shopping industry is developing rapidly, and changing the consumer behavior and shopping habits of moderns. Using effective and correct promotional campaigns, they are able to create freshness, attract the consumer’s attention and satisfy the needs of consumers by continually providing the innovative, various portfolios and the diversification proposals for enhancing the competitiveness of enterprises and sales revenues.