SOHO網路賣家銷售策略之探討

電子商務蓬勃發展，提供了很多銷售管道，也造就了為數不少賣家開店創業的機會。由於時下行銷、銷售、物流、金流等方式推陳出新，且視不同情況各有所長，使得賣家必須面臨選擇策略的挑戰，尤以小型賣家因資源缺乏苦無解決之道，目前國內亦無相關研究探討此問題。本研究嘗試探討賣家應如何衡量內外因素，做出適宜決策的模式，除了常見的客戶及競爭者等外部因素外，本模式包含銷售商品之特性及自身資訊處理能力等內外因素。問卷以此設計後針對目前SOHO賣家施測，再以敘述統計、信度分析、相關分析等方法分析。研究結果發現當賣家使用多重資訊平台能有效吸引顧客。妥善衡量商品特性並配合資訊技術資源，可使圖文最佳呈現亦能提升購買率，此結果可作電子商務相關賣家研究之參考，亦可為業者經營之考量。

關鍵字

電子商務；網路賣家；策略

並列摘要

Rapid development of E-commerce has offered great opportunities for sellers to start up a business through internet. It has also provided various selection possibilities, in different aspects, such as marketing, sale, logistic, and monetary channels. As each channel has pros and cons on different conditions, many sellers are challenged with making the right choice. The issue is even more problematic for small and start-up sellers, who tend to lack of resources and experience. No enough research has been found to address the issue in Taiwan. This research attempted to explore a model about how sellers, especially those small and start-ups, should evaluate internal and external factors, and make appropriate decisions. Besides general external factors such as customers and competitors, the model contains several product characteristics and information processing capabilities as internal factors. A questionnaire was developed, a survey was conducted to small and start-up sellers, and then statistical analysis such as descriptive, reliability and correlation were employed for data analysis. The result shows that employing multiple channels for marketing may generally boost browsing rate. Matching up product information characteristics with information processing capability may offer better product presentation and thus promote sale. The result promises to provide a valuable reference for related research and offer useful guidance for the business sector.

並列關鍵字

E-commerce ； Internet sellers ； strategies

參考文獻

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SOHO網路賣家銷售策略之探討

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