由於網際網路的科技與應用蓬勃發展,以及各項主客觀條件的配合,網際網路上的商業行為已經日漸普及,並成為未來行銷通路的走向。因此,不僅吸引通路經營者以網路作為行銷工具,一般消費者也漸漸能接受網路購物的消費模式。本研究將研究目標界定在網際網路中以銷售書籍為主的購物公司,主要的著眼點在於書籍具有種種利於網路行銷的特性,如易於建檔及預覽、具有時效性、方便運送等等,且目前成功的案例不在少數。 本研究先蒐集整理國內外電子商務及網路行銷之相關文獻,並以個案研究的調查方式,訪查目前經營網路書店的業者,再佐以網路使用者之線上問卷調查,於統計分析後彙整兩者之結果。 研究之目的即根據受訪者的購物經驗,歸納出網路上消費群之消費行為,藉此建立網路購書之理想環境。且經由調查網路圖書購物商行銷管理之概況,歸納出經營管理之通則,對於從事網路圖書購物的業者給予建議,研究之結果並可供其他性質之網路購物作為參考。
With the developing of Internet technology and its application, commercial activities on Internet has became more popular . Therefore, not only marketers take Internet as a strong tool, customers are gradually accept purchasing products on Internet. Because publication has several advantages to Internet marketing, such as “digitalizing database”, “fast updating”, “easy transporting”. This research aims at the bookstore that vending publication on Internet. After reviewing related theories about electronic commerce and Internet marketing, the researcher tries to interview marketers of Internet bookstore by “Case-study” method, and supporting by on-line investigating with Internet customers. By generalizing these information, the researcher tries to help Internet bookstore marketers create a blueprint that they can use to effectively design, implement, and evaluate Internet marketing programs.