Identifying and classifying the major effective factors on Internet Marketing using the Kano model based on the Five Principles of Wilson

Today, the proliferation of virtual world and pervasiveness of information technology, electronic commerce, and competition intensity provide new challenges and opportunities for companies. Studies show that electronic marketing opens a new area for competition due to the various characteristics such as globalization of trade, removing the constraints of time and space, speed, efficiency, costs reduction, product quality improvement, finding new customers or suppliers, providing new ways of selling existing products, use of opportunities, and many other advantages. This study examines and introduces the most important factors that influence on the success of internet marketing. Thus, the new internet marketing principles of Doctor Wilson have been used in this study. Criteria associated with these principles have been gathered through literature and have been monitored by expert team. Then, three categories include of motivational, functional and basic requirements have been introduced with the use of Kano Standard Model through a survey of Internet services customers.