Dissertations / Theses on the topic 'Online customization'

Online retailing has grown rapidly and nowadays consumers’ needs become more and more demanding. Mass customization satisfies the need of customers for individuality. However, in order for retailers to offer a satisfying shopping experience, they need to take into account their retail environment. In online retailing, atmospherics play a significant role in consumers’ attitudes towards the store. The present study aims to analyze the role of high task-relevant atmospheric cues, thus those atmospherics that are strongly connected with the shopping goal, such as verbal content, display methods and navigation aids. Furthermore, the author will analyze the effect of the above atmospherics on consumers’ response towards the online mass customization environment. In order for the purpose to be fulfilled, semi-structured interviews were conducted in a purposive sample of ten participants. The results were analyzed based on the Stimulus-Organism-Response model. Finally, high task-relevant atmospheric cues are strongly related to the consumers’ final response by provoking either positive or negative emotions. More specifically, verbal content and display methods have a crucial effect on consumers’ end response. On the other hand, navigation aids contribute to a pleasant online experience but they do not affect final consumers; response significantly. Conclusively, the present study aims to be considered as a useful tool for marketing purposes as it can provide knowledge on how consumers behave in a mass customization online environment in the fashion industry. Such knowledge may appear crucial for professionals who want to meet their customers’ needs directly and effectively.

The increasing demand towards products and services that perfectly matches the customer needs is evident, so the manufacturing trends are aiming to produce small unit of customized product in large total volumes. The advances in manufacturing and information technologies provided great opportunities to achieve cost-effective mass customization. The purpose of this study was to have a holistic view on under-standing how entrepreneurs in small companies employ and effectively manage mass customization realization. The focus was placed in identifying what are the major factors that influence successful mass customization, how available technologies are enabling this process and how companies achieve value co-creation with the customers. In order to study the practical implementation of mass customization four case studies have been conducted. The information gathered was categorized and the preliminary theoretical framework was used as a template to compare the empirical results. The results show that every strategy for mass customization has to be customizes according to the particular product/service, market, customers, and the available technology for cost efficient implementation of mass customization. In a mass customization system value co-creation is achieved by direct customer integration and is benefiting from economies of integration. The challenge is to balance the system to the right degree, so socially and technologically efficient environment can bring higher value for the customers and better business opportunities for the companies.
This Master Thesis project has been carried out as part of "Production Development and Management" Program at JTH and "Information Technology and Management" program at JIBS.

The goal of this thesis is to write a business plan for a mass customized online furniture company operating on Czech and Swiss market, analyse the potential and feasibility of this business idea and calculate the financial estimates of the business. The first part of the thesis describes the theoretical background and is focused on four main parts. First part tackles the topic of Canvas, Lean Canvas and lean startup approach. Second describes parts of the business plan. Thirdly the theoretical part focuses on the online customer experience and finally mass customization concept is discussed. The second part of this thesis is a practical business plan for an innovative online furniture company. The business model is built on the mass customization concept and targets Switzerland and Czech Republic. The goal of this part is to verify the business model by conducting a proper customer survey, analyse the market potential, develop the company strategy and asses its feasibility based on the financial model.

Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Architecture, June 2010.
This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.
Cataloged from student-submitted PDF version of thesis.
Includes bibliographical references (p. 111-112).
Not only are there incredible inefficiencies in the current practice of design, fabrication and construction of architecture, but, until now these processes have been limited to costly design professionals, wasteful manufacturing facilities and labor-intensive site work. Architectural Design 2.0 is a vision for rethinking these processes in order to empower consumers and users of architecture with the tools and resources necessary that will enable them to design and produce their own mass customized architectural structures. Such a change will be achieved by integrating digital fabrication technologies with the massive shift in Internet usage behavior commonly known as Web 2.0. This thesis begins with an historical framework of user-generated design and production in architecture and follows with an introduction to a digital-to-physical translation procedure that harnesses digital fabrication with an online open-source design platform. Finally, this thesis provides evidence of a working model for Architectural Design 2.0 by delivering a set of user-generated, full-scale prototypes.
by Daniel J. Smithwick.
S.M.

Thesis (M.A.)--University of Nevada, Reno, 2005.
"May 2005." Includes bibliographical references (leaves 78-87). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2005]. 1 microfilm reel ; 35 mm.

Mestrado em Marketing
Este trabalho de projeto visa a elaboração de um Plano de Marketing para a empresa Palm3 Sunglasses, especializada na personalização e venda online de óculos de sol. No mercado há cerca de 3 anos, a empresa precisa de ganhar dimensão, duplicando o seu volume de negócios, tanto pelo aproveitamento das oportunidades portuguesas, como país de sol, como pela correção das suas fragilidades, para que possa melhorar a sua posição competitiva, nomeadamente através do alargamento do portfólio de produtos. A estratégia de investigação utilizada neste projeto, Action Research, aplicada em estreita articulação com a empresa, permitiu a elaboração do diagnóstico da sua situação organizacional que com a aferição da qualidade dos serviços prestados, permite perceber como os clientes avaliam a qualidade da compra online. Para Parasuraman, Zeithaml e Malhotra (2005) a forma como os consumidores percebem a qualidade de serviço online difere da forma como a percebem no serviço tradicional, propondo o questionário E-S-QUAL, específico para avaliar a qualidade dos serviços online. Com base neste instrumento foi aplicado um questionário aos clientes da Palm3, e os resultados obtidos, apresentam um elevado nível de satisfação do serviço prestado.
The purpose of this project is to elaborate a marketing plan for Palm3 Sunglasses, a company specialized in the personalization and online sales of sunglasses. In the market for about three years, the company needs to increase its size by doubling its turnover. For this increase, Palm3 has to take advantage of the Portuguese opportunities, such as the weather conditions, but also by correcting its weaknesses to improve its competitive position, notably by expanding the product portfolio. The research strategy used in this project, Action Research, applied in close coordination with the company, enabled the elaboration of the diagnosis of its organizational situation, which, with the quality of the services rendered, allows us to understand how customers evaluate the quality of the online purchase. For Parasuraman, Zeithaml and Malhotra (2005), the way in which consumers perceive the quality of online service differs from the way they perceive it in the traditional commerce, proposing the E-S-QUAL questionnaire, specific to evaluate the quality of online services. Based on this instrument, a questionnaire was applied to Palm3 clients, and the results obtained showed a high level of service satisfaction.
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This study analyzed participants in an online professional development and certification program can to see if they could predict the learning value of individual distance education tools. The Texas Center for Educational Technology (TCET) funded by the Texas Telecommunications Infrastructure Fund (TIF) designed the Technology Applications Certification Program (TACP). In the TACP, students are offered four graduate level classes which, when combined, meet the standards for the State Board for Educator Certification (SBEC) Technology Applications certification. The four courses that comprise the TACP are Computers in Education, Introduction to the Internet, Multimedia in Technology Applications, and Introduction to Video Technologies. The first course started in January 2002 with approximately 706 participants in 40 cohorts across the state of Texas. The TACP combines two different worlds of technology training. Half of the coursework was completed through asynchronous content and discussions, while the remaining classes were hands-on classes in local district computer labs. These face-to-face meetings enabled learners to get hands-on training with direct assistance. Between the online and face-to-face segments, a variety of learning tools were introduced to the participants. Participants were surveyed through the online Snapshot Survey in January and again in September.

Online users struggle with different concerns whenever they use information systems. According to Miyazaki and Fernandez (2001), there are three important categories of concerns for online users: privacy concern, third party fraudulent behavior concern ("system security"), and online website fraudulent behavior concern ("security"). Kim, Sivasailam, and Rao (2004) proposed a similar categorization for web assurance dimensions. They argue that online websites are supposed to address users' privacy, security, and business integrity concerns to decrease user concerns. Although several researchers tried to answer how different factors affect these concerns and how these concerns affect users' behavior, there are so many ambiguities and contradictions in this area. This Essay I in this work develops a comprehensive map of the role of online privacy concern to identify related factors and categorize them through an in-depth literature review and conducting meta-analysis on online privacy concern. Although users have concerns about their privacy and security, there is still growth in the number of internet users and electronic commerce market share. One possible reason is that websites are applying assurance mechanisms to ensure the privacy of their users. Therefore, it could be an interesting research topic to investigate how privacy assurance mechanisms affect users concern and, consequently, their behavior in different concerns such as e-commerce and social networking sites. Different types of web assurance mechanisms are used by websites. The most prevalent among these assurance mechanisms include web assurance seals and assurance statements and privacy customization features. Essay II and III aims to address how these mechanisms influence e-commerce and social networking sites users' behavior. Essay II applies the procedural fairness theory by Lind and Tyler (1988) to explain how and why the web assurance mechanisms affect consumers' perceived risks. Essay III addresses the issue of self-disclosure on social networking sites. Applying protection motivation theory, this study aims to evaluate the effect of web assurance mechanisms on online privacy concern and self-disclosure behavior on the social networking sites.

Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral marketing affects purchase intention? In order to answer these research questions, the experimental vignette methodology was used to study digital natives, namely individuals between 18 and 30 years old. The experiment provided the basis for the study combined with the questionnaire the participants were asked to complete after the experiment. The experiment process consisted of two purchase scenarios that had to be performed online: a purchase of a low degree behavioral marketing product (city bike) and a purchase of a high degree marketing product (sneakers). One of the most important findings of this research regarding consumers’ attitude’s impact on purchase intention was the fact that trust has a bigger impact on the high involvement products compared to the low involvement product. When it came to exposure to behavioral marketing, the test objects that were exposed to behavioral ads had a higher likelihood to purchase a sponsored item. Therefore, there is a positive relationship between how much behavioral marketing a company use and the likelihood of a user purchasing a sponsored item. One of the most important practical implications that can be derived from this study is that businesses need to prioritize building a strong brand image prior to utilizing behavioral marketing.
Beteendemässig marknadsföring är något som fått större uppmärksamhet i och med betydelsen som artificiell intelligens (AI) har fått samt något som företag använder sig av i marknadsföringssyfte. Däremot har insamling av data länge kritiserats och frågan om hur kunder faktiskt uppfattar annonser online har blivit mer och mer relevant. Utifrån detta resonemang har dessa forskningsfrågor tagits fram: Hur påverkar konsumenternas attityd gentemot beteendemässig marknadsföring deras köpavsikt? samt Hur påverkar exponeringen av beteendemässig marknadsföring gentemot konsumenter deras köpavsikt? För att kunna uppnå detta syfte har experimentell vignettes metodik använts för att studera millenniegenerationen, alltså personer i åldrarna 18-30. Ett experiment gjorde grunden till studien, tillsammans med ett frågeformulär som de var ombedda att göra efter experimentet. Experimentet bestod av två olika köp som deltagarna skulle göra online; en produkt med låg grad av beteendemässig marknadsföring (cykel) och en produkt med hög grad av beteendemässig marknadsföring (skor). Det viktigaste som kunde tas från denna undersökning när attityder undersöktes var att förtroende gentemot ett företag eller varumärke hade en stark påverkan på köpavsikten. Däremot är inverkan för förtroende starkare vid köpa av en produkt med hög grad av beteendemässig marknadsföring jämfört med en produkt med låg grad av beteendemässig marknadsföring. När det gäller exponeringen av beteendemässig marknadsföringen var den största upptäckten att de deltagare som hade blivit utsatta för annonser till en högre grad hade en större chans att köpa en produkt som var annonserad. Alltså, ju mer företag använder sig av beteendemässig marknadsföring som är av relevans för konsumenten, desto mer sannolikt är det att de köper just deras produkt. Den största praktiska implikationen som kunde utläsas var att innan beteendemässig marknadsföring kan bli optimalt för företag måste de prioritera att bygga ett starkt varumärke.

Mestrado em Gestão e Estratégia Industrial
O trabalho aqui apresentado teve como principal objetivo efetuar uma análise da perceção que os clientes bancários em Portugal têm sobre a importância da personalização dos serviços online bancários e da facilidade de uso para a sua satisfação com estes mesmos serviços. Foi ainda um objetivo deste trabalho perceber em que medida a satisfação dos clientes com os serviços bancários digitais influencia ou não a confiança dos clientes na sua principal instituição bancária. Por forma a cumprir com o objetivo proposto e a testar o modelo conceptual, foi efetuado um questionário online do qual se conseguiu obter um total de 202 respostas. No presente estudo avaliou-se o impacto da personalização do serviço online e da facilidade de uso na satisfação dos clientes com o serviço online. Foi ainda estudado o efeito da satisfação dos clientes com os serviços digitais bancários na confiança global dos mesmos na sua principal instituição bancária. Os resultados obtidos permitiram concluir que a personalização dos serviços online bancários e a facilidade de uso, têm um impacto positivo na satisfação dos clientes com os serviços digitais bancários. Por outro lado os resultados obtidos neste estudo permitiram também concluir que a satisfação dos clientes com os serviços bancários digitais tem um impacto positivo na confiança global dos clientes com a sua principal instituição bancária.
The main objective of this paper is to analyze the perception that banking clients in Portugal have about the importance of personalizing online banking services and facility of use for their satisfaction with these same services. It was also an objective of this work to understand the extent to which customer satisfaction with digital banking, influences customer confidence in its main banking institution. In order to comply with the proposed objective and to test the conceptual model, an online questionnaire was made, obtaining a total of 202 responses. In the present study, it was evaluated the impact of online service customization and ease of use on customer satisfaction with online service. It was also studied the effect of customer satisfaction with digital banking services on their global trust in their main banking institution. The results obtained allowed us to conclude that the personalization of online banking services and ease of use have a positive impact on customer satisfaction with digital banking services. On the other hand, the results obtained in this study also allowed us to conclude that customer satisfaction with digital banking services has a positive impact on clients' overall confidence with their institutional bank.
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Mestrado em Marketing
O crescimento da publicidade digital tem revolucionado a indústria publicitária e a forma como os consumidores percecionam o seu valor. Assim, o objetivo do presente estudo reside em compreender quais são os antecedentes do valor percebido da publicidade no YouTube e que tipo de direção tem esta relação, bem como se existe uma relação entre este e a intenção de compra online da marca anunciante. Foi conduzido um estudo explanatório, com uma amostra não probabilística de conveniência, através da aplicação de um questionário online, com 716 respostas válidas. A literatura identifica como antecedentes do valor percebido da publicidade no YouTube a informação, entretenimento, credibilidade, customização e irritação percebidos. Encontrou-se uma relação positiva entre todos estes antecedentes e o valor percebido da publicidade no YouTube, com exceção da irritação percebida, que exerce sobre o mesmo uma influência negativa, e da credibilidade percebida. É ainda possível concluir que o valor percebido da publicidade no YouTube influencia de forma positiva a intenção de compra online da marca anunciante. As conclusões obtidas contribuem para um melhor entendimento da perceção do valor da publicidade no YouTube, respetivos antecedentes e intenção de compra online da marca anunciante nesta rede social. Os conteúdos de publicidade no YouTube devem ser customizados, apostar no entretenimento, informação e ter em conta a irritação que podem causar aos consumidores.
The growth of digital advertising has revolutionized both the advertising industry and the way consumers perceive its value. In this regard, the goal of this study is to understand which are the antecedents that influence the advertising value on YouTube and the direction of this relationship, as well as investigate the influence of advertising value on the intention to purchase the advertiser's brand online. An explanatory study was conducted, with a non-probabilistic and convenience sample, through the application of an online questionnaire, which obtained 716 valid answers. The literature identifies perceived information, entertainment, credibility, customization and irritation as antecedents of YouTube advertising value. A positive relationship was found between these antecedents and the YouTube advertising value, except for perceived irritation, which had a negative influence, and perceived credibility. The results also indicate that YouTube advertising value positively influences the online purchase intention of the advertiser brand. These findings contribute to a better understanding of how consumers perceive advertising value on YouTube and its antecedents, and of the intention to purchase the advertiser brand online. They indicate that advertising content should be customized, with strong entertainment and informational elements and not develop perceptions of irritation among consumers.
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Un nombre croissant de recherches indique que les consommateurs utilisent les produits de marque comme outils pour construire et communiquer leur propre identité. Les produits de marque servent de marqueurs de statut et de symboles d’appartenance à un groupe et permettent aux consommateurs de se différencier des autres et d’exprimer leur individualité. Pour créer des marques qui peuvent servir à construire des identités personnelles et pour renforcer le lien entre la marque et le consommateur, il est important que les consommateurs puissent participer au processus de création (co-création). La personnalisation des produits à grande échelle est un outil particulièrement utile pour impliquer les consommateurs dans ce processus qui contribue à augmenter la satisfaction des clients et leur consentement à payer. Cependant, les théories actuelles sur l’utilisation des marques comme marqueurs d’identités personnelles et les théories sur les stratégies visant à renforcer la relation entre la marque et le consommateur ont été élaborées principalement dans un contexte occidental. Le but de cette recherche est donc d’étudier dans quelle mesure les consommateurs d’Asie de l’Est diffèrent, dans leur utilisation des marques comme marqueurs d’identité personnelle, des consommateurs occidentaux. Elle explore également les implications potentielles des différences interculturelles dans la communication des identités personnelles pour la personnalisation des produits et pour la relation entre les marques et les consommateurs. Suite à des études antérieures indiquant que les vêtements et les accessoires de mode sont fréquemment utilisés par les consommateurs pour communiquer leur identité, la présente recherche se concentre sur les produits de mode de marques de luxe et les produits de marques grand public. Conformément à la tradition de la psychologie culturelle, cette thèse part de l’hypothèse que les variations culturelles dans la conception de soi et dans les relations entre l’individu et les autres permettent d’expliquer des différences dans le comportement des consommateurs. Une approche mixte est utilisée pour étudier les différences interculturelles entre des échantillons représentant une culture collectiviste de l’Asie de l’Est (Corée du Sud) et des échantillons représentant une culture individualiste occidentale (Allemagne). Les données quantitatives recueillies au moyen de questionnaires (études 1A et 1B) sont combinées avec les données qualitatives recueillies au moyen d’entretiens semi-structurés en profondeur (études 2A et 2B). Cette recherche apporte de nouveaux éléments concernant les différences interculturelles et permet d'enrichir les théories sur la relation entre la marque et le consommateur et sur l’utilisation des marques comme marqueurs d’identité personnelle. Elle contribue également au courant de recherche émergent sur la personnalisation des produits
A growing body of research indicates that consumers use branded products as tools to construct their self-identity and to communicate their self-identities to others. Besides acting as markers of status and symbols of group membership, branded products allow consumers to differentiate themselves from others and to express individuality. Key to generating identity related brand meaning and to strengthening self-brand connections, is the involvement of the consumer in a co-creation process. Product design customization on a large scale has emerged as a particularly useful tool to involve consumers in the creation process of the brand and to increase their satisfaction and willingness to pay. However, existing theories on the use of brands to signal self-identities as well as strategies for strengthening self-brand connections, such as product design customization, are bound to Western individualistic thinking. The aim of this research is to investigate the extent to which East Asian consumers differ in their use of brands to signal self identities from Western individualistic consumers. In addition, it explores potential implications of cross-cultural differences in the signaling of self-identities for product design customization and self-brand connections. Following prior studies indicating that clothing and fashion accessories are particularly likely to be used by consumers to communicate self-identities, the focus of the present research is laid on fashion products of both luxury brands and high street brands. In line with the tradition of cultural psychology, this thesis draws on the assumption that cultural variations in self construal and in self-other relationships lead to differences in consumer behavior. A mixed methods approach is taken to investigate cross-cultural differences between samples representing an East Asian collectivistic culture (South Korea) and samples representing a Western individualistic culture (Germany). Specifically, quantitative data collected through surveys (studies1A and 1B) are combined with qualitative data collected through semi-structured in-depth interviews (studies 2A and 2B). This research provides novel, cross-cultural insights relevant to existing the orizing on consumer-brand relationships and on consumers’ use of brands as signals of self-identities. It also contributes to the emerging stream of research on product design

碩士
國立中山大學
高階經營碩士班
102
A case study was used in this study. zazzle Inc. was chosen as the target to explore how Clothing Industry takes the advantage of science technology to create an innovative business model. The data obtained from the study were analyzed from two perspectives. First, business model, value proposition, value network and related activities of zazzle were probed to point out the abilities to operate a network customization model. Second, science technology, it was conducted as the bridge to connect the customers.

碩士
輔仁大學
企業管理學系管理學碩士在職專班
105
A strong and powerful internet tsunami occurred during 19th century, and turned our life upside down. Thanks a lot to Steven Jobs’ perfect revolution of iPhone. We now cannot separate from Internet and its part of our life such as communicating with friends and family members, looking for news, looking for any information, ordering meals, etc. Internet links the world together and it has an enormous influence on the commercial world and especially on marketing system. The online business or now call e-commerce which is relatively new that started around the end of 20th century by eBay, Amazon, Alibaba, etc. Custom orthotics used to be a traditional low-tech industry. One of the biggest and most influenced revolution of the commercial business that the internet enabled is the sell online. The online sell captured almost all kind of merchandize, entertainments, flights, food, garments, shoes, cosmetics, etc. But, custom orthotics were not available online until the second decade of the present century because of it needs to be “tailor-made”. According to the research, several factors drive the market growth recently such as aging population, improvement in lifestyle, health needs or sport protection. The new technological innovations and revolution for this industry is coming. Thus, this study us aimed on selling orthotics online. The study is widely referred and collected key factors from second sources such as international journal, periodical, Wikipedia, etc. Then summarized them into questionnaires and did the survey with 12 experts from Industrials, schooler and governments to get additional comments. After captures the knowledge from the experts, the researcher will develop a model while using ANP process model to evaluate those dimensions, strategies and factors. After integrated all the knowledge and information, the research divided into 3 dimensions, 8 strategies and 38 factors. The result as Customer (38.02%), management intelligence (32.67%) and internet environment (29.31%). Hence, the beginning of business should focus on these three areas especially Customer and management intelligence. By compared the two current online orthotics companies as empirical application, the verify the model is applicable. In deep, the models are applicable and provide significant suggestion. The research is not only able provide suggestion or as a guild for those who get ready to join themselves in this industrial or it also able to provide some solutions to those who already in this industrial and able to make their business more flourish.

碩士
國立臺灣科技大學
資訊管理系
107
This paper investigates the impacts of marketing effort on the manufacturer's online customization and traditional retail channels. The dual-channel supply chain system is composed of a manufacturer and a retailer. By “ dual-channel ”, we mean that the manufacturer can sell standard products to the retailer or the manufacturer can directly sell customized products to the customers through the online channel. The manufacturer is assumed to be the Stackelberg leader while the retailer is assumed to be the follower. This paper explores the resource allocation between the channels by establishing mathematical models and finds the global optimal solution of the model. This paper extends to extant literature to consider the online customization channel and study the impact of marketing effort in four different models: (1) Model D-No marketing effort (2) Model M-The manufacturer is the investor of marketing effort (3) Model R-The retailer is the investor of marketing effort (4) Model C-Centralized supply chain. Explore the impact of marketing effort on the best decisions and profits of supply chain members. At the end of every model, we present the numerical analysis to demonstrate the best decision and the algorithms in the dual-channel supply chain system.

碩士
國立成功大學
工業與資訊管理學系碩博士班
97
Recently, with the development of information technology, the Internet becomes more important in our life. Thus, the product and service that we can get through the Internet are not only physical ones, which we can see and touch in reality, but also the intangible product, which exists only in the cyberspace. Different from the traditional intangible product used through physical carriers such as CD, DVD, and Tapes. The word “virtual product” means the product which can be used and traded to satisfy the customers’ wants and needs only on the Internet. Since the appearance of the new operational mode, “free on-line game”, the market share of the intangible products has been divided again. The transaction of intangible products transforms mainly into the B2C mode: the players choose and collocate various virtual products freely according to their favors to enhance the skills of the avatars, which represent the players on line. The virtual products can make them show their characteristics and give them specific social status in the virtual world. Today the research of the virtual products focuses mainly on the transaction mechanism, the related laws and the strategy of marketing, but little on the customer satisfaction and their buying behavior. If we do not know the relationship and effects between them, it may be very difficult for the product to satisfy the customers’ wants and needs. Therefore, this paper uses the questionnaire method to get information from the users of the on-line game virtual products, takes expectancy disconfirmation model for the base of the theory, and takes the Structural Equation Modeling (SEM) as the research method to discuss the effect of the social interaction and customization and how it effects the willingness of buying the virtual product. This paper wants to find the social interaction of the customers and the character of the customization in B2C mode, to prove the symbolic value of the customers from the virtual products and the effect of the level of customization of the virtual product for the customer satisfaction and how they enhance the customers’ willingness to buy, in order to provide some opinions for the firms which want to make marketing decisions and develop new virtual products and related services.

碩士
國立臺北大學
國際企業研究所
97
ABSTRACT A Study on the Interactions and Interrelationships Between Internet Marketing and Market Penetration Benefits via Online Customization: A Case Study of Online Customized Goods and Services By Joseph Yu May 2009 ADVISOR: DR. HSIANG-HIS LIU DEPARTMENT: GRADUATE INSTITUTE OF INTERNATIONAL BUSINESS MAJOR: INTERNATIONAL BUSINESS DEGREE: MASTER OF INTERNATIONAL BUSINESS The use of internet has made human life more convenient, massive amount of people are making internet an important part of their live everyday. The importance of internet marketing are outgrowing the traditional way of marketing. Marketer are trying to find ways to adapt the internet and try to make the best out of it. The first objective of the research is to clarify and give a more comprehensive understand of the online customization concept. The research also examine the theory and related current literature on marketer based market penetration benefits, and reevaluate some of the antecedents of internet marketing from the literature in order to reach a consensus on the concept. The third objective, redefine the concept of customization on understanding the concept of the traditional concept of customization online is critical to internet marketing and market penetration benefits. The final goal of the research is to assess the effectiveness of the redefined customization as an important factor to Internet marketing, and how it affect the internet market penetration benefits. The empirical results reveals online customization served as an important intermediary between Internet marketing and internet market penetration benefits. The direct effects through Internet marketing to Market penetration benefits are much smaller than the indirect effect from Internet marketing to Internet market penetration benefits through online customization as an intermediary. Keywords: Internet Marketing, online customization, internet market penetration benefits, online customized goods, online customized service.

碩士
南華大學
管理科學研究所
95
Facing the rapid changing in internet environment and getting various shopping behavior, internet stores have to increase their competitiveness to achieve success. Because of it’s characteristics such as electronic transaction, information collection and analysis, low cost, personalization, high interactivity, real time, and extensibility, the business model of “E-Commerce” brings challenges to traditional model. However, in order to turn plain net surfer to customers and even loyal customers, E-Commerce has to provide competitive values. 　 　　The purpose of this research is to investigate the effects of internet -mediated market orientation on the web site success of the online shopping. This research used the Taiwan online shopping electronic commerce including eBay, Yahoo! and PChome as a primary research target. Employing factor analysis and the Structure Equation Model (SEM) for verification, the results indicate that the internet-mediated market orientation affect web site success and marketing strategy and customization. Marketing strategy and customization affect web site success.

In today’s marketplace, new technology innovations and the changing media environment offer endless opportunities to consumers: seemingly infinite amounts of information via the internet, an abundance of broadcast channels, and higher functionality and control through such technologies as online media aggregators and digital video recorders. These technological changes have redefined the media landscape and thus the role of advertising in new media consumption. As interactive media markets become increasingly segmented, it is vital for advertisers to examine effective techniques for communicating with consumers via such customized and controlled channels. The emergence of Web 2.0 technologies, among them media content aggregators such as Google Reader or NetNewsWire, has created a plethora of niche markets online, attracting more than 69 million users in 2006 and generating $450 million plus in advertising revenues in the same year (Verna, 2007). Designating this phenomenon as 'the control revolution,' Shapiro (1999) claims that technology has brought with it a reduction of institutional control resulting in an increase of individual control, both in terms of content selection and advertising exposure. This vast population of consumers represents a new wave of information seekers whose ability to process information in such environments must be examined further. The availability of highly customized information spaces allows consumers to tailor their exposure to specific media needs and desires (Liang et al., 2006). The tailoring of online media exposure has been made possible by web-based applications that aggregate content per the consumer’s specifications. This further allows media exposure to be more tailored or “consumer-centric” rather than “publisher-centric” (Morrissey, 2005). Using a 2 x 2 x 3 factorial design, the effect of customization on a consumer’s media enjoyment, ad attitude and behavioral intention was tested to determine if the perception of choice in media content makes a significant impact on user experiences. A total of 237 subjects participated in a lab based experiment, involving a pre-test survey, exposure to the stimulus and a post-test questionnaire. The results indicate that subjects do indeed perceive greater media enjoyment when exposed to a customized online environment as compared to a standard online environment. Additionally, subjects who were exposed to a customized media environment had greater behavioral intention for interacting with advertising. However, subjects who were exposed to advertising via a standard online environment had a more positive attitude toward advertising than those exposed to advertising through a customized environment. In sum, customized environments offer a greater since of media enjoyment for consumers within this sample, however the types of advertising used within these environments requires further investigation to determine what is optimal.
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The online travel industry is characterized by a fierce level of competition. Due to the design of its landscape, modern travel paradigms and touristic product’s characteristics, Online Travel Agencies strive to have the lowest price in order to attract customers and gain market share. Thus, their services became very similar and commoditized. Starting from this topic, online marketing strategies and actions aiming at the creation of value by differentiation rather pricing were investigated. To sum up these strategies, the Online Travel Agency’s online marketing role model was created. It was concluded that it is possible for Online Travel Agencies to provide a higher level of service able to provide a better brand positioning and customer loyalty that therefore might differentiate the agency from its competitors.
A indústria turística online é caracterizada por um feroz nível de competição. Dado o esquema do seu ambiente competitivo, os paradigmas modernos de viagens e as características dos produtos turísticos, as agências de viagens online esforçam-se por providenciar o preço mais baixo com o intuito de captar consumidores e ganhar quota de mercado. Desta forma, os seus serviços tornaram-se muito similares e até indiferenciáveis. Partindo deste cenário, foram investigadas estratégias e ações de marketing que tivessem por objetivo a criação de valor pela diferenciação ao invés do preço. Para sumarizar essas mesmas estratégias foi concebido o modelo de ação estratégica online para agências de viagens. Foi concluído que é possível para agências de viagens online providenciar um alto nível de serviço que garanta um melhor posicionamento de marca e a fidelidade dos consumidores, e que por isso possa diferenciar a agência dos seus concorrentes.

Viagens Abreu has been the leading travel agency in Portugal for decades. However, over the last 15 years, there have been emerging new online travel agencies that aim to bring to the customer convenience, more benefits and prices that are more competitive. In order to adapt to this new source of rivalry, travel agents have changed their way of doing business and are providing themselves online service. The main purpose of this dissertation is to identify and understand additional ways how traditional travel agencies may become more competitive in the future. The case starts by analysing the global travel agency industry that includes the main trends and challenges, followed by an analysis from the point of view of Viagens Abreu that includes an overview of the company, followed by an analysis of the main competitors. Moreover, it will be presented strategies employed by traditional travel agencies that keep up with the latest travel trends. Besides the case study, this dissertation contains a literature review section in which there is a theoretical approach that supports the case analysis. The case concludes with the recommendations that Viagens Abreu should adopt such as bring virtual reality to stores, engage in strategic partnerships with Airbnb and Uber, bet on vloggers and social media to increase brand awareness, provide tailor-made experiences and provide a personalized service through travel consultants.
Viagens Abreu has been the leading travel agency in Portugal for decades. However, over the last 15 years, there have been emerging new online travel agencies that aim to bring to the customer convenience, more benefits and prices that are more competitive. In order to adapt to this new source of rivalry, travel agents have changed their way of doing business and are providing themselves online service. The main purpose of this dissertation is to identify and understand additional ways how traditional travel agencies may become more competitive in the future. The case starts by analysing the global travel agency industry that includes the main trends and challenges, followed by an analysis from the point of view of Viagens Abreu that includes an overview of the company, followed by an analysis of the main competitors. Moreover, it will be presented strategies employed by traditional travel agencies that keep up with the latest travel trends. Besides the case study, this dissertation contains a literature review section in which there is a theoretical approach that supports the case analysis. The case concludes with the recommendations that Viagens Abreu should adopt such as bring virtual reality to stores, engage in strategic partnerships with Airbnb and Uber, bet on vloggers and social media to increase brand awareness, provide tailor-made experiences and provide a personalized service through travel consultants.