NDLI: An exploratory study on electronic marketing on the net in a concentrated marketplace

Content Provider	IEEE Xplore Digital Library
Author	Ziqi Liao
Copyright Year	1999
Description	Author affiliation: Nanyang Technol. Inst., Singapore (Ziqi Liao)
Abstract	Summary form only given. This paper presents a regression model to quantify the impact of a number of different aspects in relation to the willingness of consumers to shop on the Internet based on a survey conducted in Singapore. The research results suggest the following observations with regard to the local consumers' perceptions on electronic marketing and their willingness to participate in virtual shopping. First, transaction security is found to be a significant factor because the willingness to shop on the net is negatively affected by this concern. Second, the regression model produces a sign consistent with demand theory. If cost in the form of retail price offered over the Internet increases, the individual's willingness to purchase would decline. Third, virtual shopping displays the properties of a classical superior good. Consumers are concerned with the limited life content of products marketed on the net. The pleasure of being able to touch and feel creates enjoyment. Internet marketing is comparatively weak in this aspect, and therefore product groups that rely heavily on senses other than sight are not likely to sell easily. The more significant this dependency, the less the individual would be willing to buy the product group on the Internet. This would mean offering a greater variety of products, better services and efforts to render virtual stores more attractive and conducive and greater enjoyment in comparison to traditional shopping.
File Size	109502
File Format	PDF
ISBN	1890843024
DOI	10.1109/PICMET.1999.808333
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	1999-07-29
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Portland Int. Conf. on Management of Eng. & Techno
Subject Keyword	Consumer electronics Costs Information security Displays Web and internet services Credit cards Power generation economics Environmental economics Power generation Marketing and sales
Content Type	Text
Resource Type	Article

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