An Empirical Research Series
網路公民與電子商務策略
This empirical research series, 1966-now, investigated internet users’
behavior and the growth of e-commerce in Taiwan.
Some new ideas of
methodological issues for internet users’surveys have been initiated and
employed. There were three
major findings:
1. The profiling of internet
users and its characteristics of the idea of ‘cybercitizen’.
2. A
redefinition of the implication of ‘Digital Divide’.
3. The reality of
e-commerce and its marketing strategy.
Evidence has also shown another angle
in which to consider the ‘Digital Divide’. Psychological and cognitive factors
might be a better approach than demographic variables to analyze the cause.
The reality of current ‘e-commerce’is ‘communication more than commerce’. Most
users consider the internet more
important as a media channel than as a
purchase place. Goods in the B-to-C market are still limited by price. Four
strategies were examined including: market scale and trends, sales volume and
trends, best seller and potential products,
and barriers to e-commerce.
This research series is the first and only work to conduct internet users and
e-commerce research on a random sampling
base in Taiwan.
KEYWORDS
Internet, Users’Behavior, E-commerce, Digital
Divide, Cybercitizen
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