NDLI: A two-level approach to establishing a marketing strategy in the electronic marketplace

Content Provider	IEEE Xplore Digital Library
Author	Hsiu-Yuan Tsao Koong H.-C. Lin
Copyright Year	2001
Description	Author affiliation: Inf. Process. Center, Tamkang Univ., Tamsui, Taiwan (Hsiu-Yuan Tsao)
Abstract	This study concerns an analysis of what kinds of products are more suitable for distribution via the Internet than via traditional markets. The purpose of the analysis is to identify and fit marketing strategy to product in the virtual marketplace. The amount of product information needed by the consumer to reach a purchasing decision varies with the degree of consumer involvement with the purchase. We conjecture that two major factors affect the consumer's disposition toward online shopping: (1) the purchase involvement on the part of consumer, and (2) product information exposure provided by the Web. Therefore, in the virtual market products may be grouped into four categories. The implication of this is that online marketing functions at two levels. (1) Level-1: PNF (primitive network function), which is derived from the primitive network characteristics associated with the product's attributes fitting with the consumer's involvement. (2) Level-2: ANF (advanced network function), which is the marketing communication created by the virtual store to meet the demands of consumers purchasing online.
Sponsorship	Univ. Hawaii College of Bus. Adm
File Size	146735
File Format	PDF
ISBN	0769509819
DOI	10.1109/HICSS.2001.927095
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2001-01-06
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Consumer electronics Costs Internet Transfer functions TV Uncertainty Information processing Product design Technological innovation IP networks
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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