Research Introduction
Key Agenda
Users and EC Trend
Consumer Growth
Consumer Characters
Market Scale
Pricing Strategy
Product Strategy
Market Barricade- for Consumers
Market Barricade- for Non-Consumers
Internet and Digital Divide
Conclusion and Future Strategy

Abstract

This empirical research series investigated the internet users』 behavior and the growth of E-commerce in Taiwan. Some new ideas of methodological issues for internet users survey have been Initiated and employed. There were two major findings:

1.   Exploring and developing a forecast model of internet users and E-commerce.

2.   Profiling the internet users and redefining the implication of 『Digital Divide』.

This research series has developed and proven the S-typed diffusion of innovation model in internet users. It has successfully explained the rush on of E-commerce during 1996 to 1999 and forecasted the decline after 2000. Based on this forecast model, the author announced an alert to reveal the international 『dot com disaster』 in 4 months earlier than it really happened. It is possible this series has observed some core reliable predictors to understand internet users』 behavioral pattern and produced a theoretical framework under certain validity.

The longitudinal data suggested the reality of current 『E-commerce』 is 『communication more than commerce』. Most of users consider the internet as a media channel is more important than as a purchase place. Goods in B-to-C market are still limited by the price. Four strategies were examined including: market scale and trend, sales volume and trend, best seller and potential products, and barricades for E-commerce.

Evidences also have shown another angle to reason the 『Digital Divide』. Psychological and cognitive factors might be better approach than demographic variables to analyze the cause.

This research series is the first and the single work to conduct internet users and E-commerce research on random sampling base in Taiwan, 1996-2002. 

Keywords: Internet, User Behavior, E-commerce, Diffusion of Innovation, Digital Divide