期刊刊名：修平學報 　 卷期：39期

篇名出版日期：2020年3月1日

作者：Shwn-Meei Lee, Minh Nguyen, Daniel L. Clinciu,李淑美

語言：English

關鍵字：Communication Methods, Customer Attraction, E-marketing, Marketing Presence, Maximizing Purchases,溝通方法,顧客吸引力,網路行銷,市場佔有率,最大化購買量

被點閱次數：4次

閱讀時間：87sec

摘要：
Online business growth and internet penetration contributes to increasing markets and new opportunities arising, while methods to retain customers are constantly changed by new technologies. Browsing of certain businesses' websites could complete sales, thus, studying the efficiency of emergent communication tools provides useful insights. We developed a framework-mix and designed a questionnaire to investigate this issue, using non-probability sampling for framework testing. The data processed (66 questionnaires) had a p-value of <0.05 with the F-values for convenience, information-providing (Sic.) and time-consuming being 22.64, 60.41 and 41.45 respectively. We found effective e-marketing must be targeted to first maximize interest and then convenient access to increase transactions, whereas increased "appropriateness" for surface level information is done using search engines or at product/service providers' websites. We also identified the e-marketing attributes that negatively impact businesses, in particular pop-ups and forced advertising, whereas a well-designed and effective web presence earned special mention.

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