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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 孔令傑(Ling-Chieh Kung) | |
dc.contributor.author | Cheng-An Kang | en |
dc.contributor.author | 康成安 | zh_TW |
dc.date.accessioned | 2021-06-17T00:48:49Z | - |
dc.date.available | 2020-02-24 | |
dc.date.copyright | 2020-02-24 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-02-05 | |
dc.identifier.citation | Bass, M. F., Bruce, N., Majumdar, S., and Murthi, B. P. S., (2007) Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship. Marketing Science, 26(2), 179-195.
Davis, A., and Khazanchi, D. (2007). The Influence of Online Word of Mouth on Product Sales in Retail E-commerce: An Empirical Investigation. Information Systems and Quantitative Analysis Faculty Proceedings & Presentations. 12. AMCIS. Forman, C., Ghose, A., and Wiesenfeld, B. (2008). Examining the Relationship Between Reviews and Sales. Information Systems Research. 19(3), 291–313. Hu, N., Liu, L., and Zhang, J. J., (2008) Do online reviews affect product sales? The role of reviewer characteristics and temporal effects. Inf Technol Manage, 9, 201–214. Interactive Advertising Bureau (2018). 2018 Full-Year IAB Internet Ad Revenue Report. Retrieved on December 13, 2019, https://www.iab.com/insights/2018-full-year-iab-internet-ad-revenue-report/ Liu, Y., Li, H., Peng, G., and Lv, B., (2015). Online purchaser segmentation and promotion strategy selection: evidence from Chinese E-commerce market. Annals of Operations Research, 233(1), 263-279. Marketplace Pulse, (2019). Marketplace Year in Review 2019. Retrieved on January 9, 2020, https://www.marketplacepulse.com/marketplaces-year-in-review-2019 Naik, A. P., Mantrala, K. M., and Sawyer, G. A., (1998) Planning Media Schedules in the Presence of Dynamic Advertising Quality. Marketing Science, 17(3), 214-235. Poggi, N., Carrera, D., Gavalda, R., Ayguade, E., and Torres, J., (2003) A methodology for the evaluation of high response time on E-commerce users and sales. European Management Journal, 21(1), 38-47. PowerReviews, (2019). The Growing Power of Reviews. Retrieved on December 8, 2019, https://www.powerreviews.com/insights/growing-power-of-reviews/. Reinstein, A. D., and Snyder, M. C., (2005). The Influence of Expert Reviews on Consume Demand for Experience goods: A case study of movie critics. The Journal of Industrial Economics, 53(1), 27-51. Research and Market, (2019). Global E-Commerce. Retrieved on January 9, https://www.researchandmarkets.com/reports/4774177/global-e-commerce#pos-9 Smith, M., (1999) Urban versus suburban consumers: a contrast in holiday shopping purchase intentions and outshopping behavior. Journal of Consumer Marketing, 16(1), 58-73. Walters, G. R., and Mackenzie, B. S., (1988). A Structural Equations Analysis of the Impact of Price Promotions on Store Performance. Journal of Marketing Research, 25(1), 51-63. Xia, L., and Monroe, K. B., (2004) Price partitioning on the Internet. Journal of Interactive Marketing, 18(4), 63-73. Young, J., (2019). Global ecommerce sales to reach nearly $3.46 trillion in 2019. Digital Commerce 360. Retrieved on January 9, https://www.digitalcommerce360.com- /article/global-ecommerce-sales/ | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66649 | - |
dc.description.abstract | The ability of using data from daily operations and transactions to understanding customer behavior can provide valuable information to sellers in the e-commerce industry. To recognize which factors may have influence on the sales outcome of functional products in the e-commerce industry, in this study we conduct research based on linear regression on three sport goods. The data we use are collected from company-T, a sport good provider on Amazon.com. According to previous literature and marketing reports, we propose five hypotheses regarding factors that may have impact on the sales outcome.
Across all three products, we find two of our hypotheses are fully supported. In particular, the sales outcome is higher when more customers click on the product page, and sales quantity is lower in weekends than in weekdays. For the other three hypotheses, they are partially supported by part of the three products. First, the more reviews made by customers, the higher sales for some products but the opposite for the other. Second, the influence from the prices of similar products made by competitors are positive for some products but negative for the others. Lastly, our results suggest that the sales outcome tends to be better in weeks before holidays. Our findings may help e-commerce sellers determine their selling and marketing strategy. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T00:48:49Z (GMT). No. of bitstreams: 1 ntu-109-R07749008-1.pdf: 888802 bytes, checksum: d189e979a384f493aac5a89b5882d620 (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | Abstract i
Chapter 1 Introduction 1 1.1 Background and motivation 1 1.2 Research objectives 3 1.3 Research plan 4 Chapter 2 Literature Review 5 2.1 User-generated reviews 5 2.2 Sales promotion 7 2.3 Holiday and weekend effects 8 Chapter 3 Hypotheses and Research Method 11 3.1 Hypotheses 11 3.2 Data Source 14 3.3 Data description 15 Chapter 4 Analysis 20 4.1 Exploratory data analysis 20 4.2 Model Building 29 4.3 Model Interpretation 36 Chapter 5 Conclusions and Future Directions 42 5.1 Conclusions 42 5.2 Future directions 43 Bibliography 44 | |
dc.language.iso | en | |
dc.title | 線上機能性產品銷售的影響因子:以亞馬遜上的運動用品為例 | zh_TW |
dc.title | Factors affecting online sales of functional products: Taking sport goods on Amazon.com as an example | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳聿宏,林真如 | |
dc.subject.keyword | 電子商務,機能性產品,銷售量,迴歸, | zh_TW |
dc.subject.keyword | e-commerce,functional goods,sales outcome,regression, | en |
dc.relation.page | 45 | |
dc.identifier.doi | 10.6342/NTU202000347 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-02-05 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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