Exploring the Impact of On-line Shopping Sales Promotion Types -An Example of men's body functional clothing

• Main Authors: Wen-Tsen Chou, 周玟岑
• Other Authors: Ming-Lei Chang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/65u79k

碩士 === 元智大學 === 管理碩士在職專班 === 103 === According to the popularization of internet and mobile communication, the e-commerce was advanced remarkably in recent years. Nowadays, we could do on-line shopping anytime, anywhere by our computer, tablet, and smart phone. The sales promotion strategy of EC-platform isn’t limited to price discount as physical channels anymore, diverse promotion methods enrich the platform and develop the loyal clients. The purpose of promotion is attracting consumers to purchase the products. An effective promotion strategy will bring higher revenue in less time. This research discusses the preference of different segmentation of consumers, and raises a suggestion of promotion strategy for male consumers. We used five promotion activities to experiment if promotion method will affect the purchase intention of male consumer. With the growth rate of sales revenue, we use independent-sample T test and one-way ANOVA with Scheffe test to verify the hypothesis. As a result, it shown: 1) The Promotion set is the best achievement of promotion strategy for men’s body functional clothing. 2) Discount is uncertain of the best promotion strategy. 3) Based on the result of this research, we can plan the most effective promotion strategy by consumer’s characteristic segmentation.