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URN etd-0212107-145236 Statistics This thesis had been viewed 2889 times. Download 595 times. Author Jia-Zhen Shen Author's Email Address No Public. Department Industrial Design Year 2005 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 230 Title A Study for Customers Differentiation and Product Design on Websites
Jessicahouse as an Example
Keyword Internet Shops Customers Differentiation Customers Differentiation Internet Shops Abstract According to the outcome of 2005 Internet user’s behavior survey conducted by Yam.com, since 2003 over 60% of Internet users have shopped in the Internet. Among them 31.5% have purchased cosmetic care products, indicating the Internet has gradually become an important channel through which females buy cosmetic products. What’s more, in the last few years there have been more and more female-oriented shopping websites and marketing activities. According to the survey of this study, after the customer’s value is determined through purchase amount, frequency and items, these female-oriented cosmetic/care product shopping websites will be able to divide their customers into 8 categories: 1. Customers of high single transaction amount; 2. Customers of high accumulated transaction amount; 3. Customers frequently involved in group purchase; 4. Customers of high shopping frequency; 5. Customers who return frequently to purchase certain item; 6. Customers who frequently give Internet purchase comments; 7. Customers who disappear after just one purchase; 8. Customers who have no shopping record but often offer comments. Those who contribute significantly to the shopping website’s long-term revenues include customers of high single transaction amount (who have shopped twice or more), customers of high accumulated transaction amount, customers of high shopping frequency and customers who return frequently to purchase certain item – all these are called golden customers, and others are termed regular customers.
This study after classifying all the customers of Jessicahouse, an Internet store, discovers that 24% of the website’s customers accounts for 63% of the sales revenue. This study conducts sampling among the golden customers and regular customers of the sample website and incorporates their opinions in product design. It discovers significant discrepancy between golden customers and regular customers in terms of their on product shape/style and material requirement. Customer differentiation can effectively help identify customers who contribute significantly to website revenues. It can also serve as the basis of market segmentation for new product development.
Advisor Committee Jih-Shyong Lin - advisor
Li-Chieh Chen - co-chair
Wen-Dih Yeh - co-chair
Files Date of Defense 2007-01-26 Date of Submission 2007-02-14