كليدواژه :
Online store , Operation model , SEM , popularity
چكيده لاتين :
Recently, internet is widely used in our daily life, caused
online customer growing rapidly, then the amount of online store
rising quickly. Therefore, it is important issue for online store to
stand out from the crowd, even boost sales and profit. Many
enterprises had invested resource on online store, but great amount
of stores were closedown. The major reason is operator spend
many efforts on valueless marketing campaign, caused popularity
and repeat purchase intention raising ineffectively, finally folded
up online store.
Consequently, this research summarizing the critical factors for
online store operating, and using structural equation model (SEM)
to establish “Online Store Popularity Effect Model” . Through the
model, this research can understand (1) relationship between
online store popularity and marketing campaign, service quality,
product power, website design; (2) effect between purchase
intention and customer value, brand image; (3) moderating impact
of consumption ability. This result not only indicates the critical
point that enterprise should pay more attention, but draws a whole
new perspective for academic researcher.
