臺灣博碩士論文加值系統

國立臺北大學九十七學年度第二學期　 　 學位論文提要

論文題目：從網路客製化觀點探討網路行銷與市場滲透效益之關聯性-網路客製化商品與服務之個案研究　
論文頁數：128

所　組　別：國際企業研究　　　　　　 系(所)　　　　　組（學號：79635114　）

研　究　生：　余敬柔　　　　　　　　　　指導教授：劉祥熹教授兼所長
遠大於不透過網路客製化
論文提要內容：
網際網路的出現帶改廠商們許多挑戰和機會。他們必須找出更有效率更創新的方式來滿足
客人，而網路客製化就是這樣的一個方法。

本論文研究目的有三: (一)對網路客製化進行更深入的了解並釐清其構面。(二)從過去
的各種相關文獻尋找出共識。(三)透過網路客製化者評估網路行銷透過網路客製化
對網路市場滲透效益所造成的影響。最後根據實證結果對廠商提供實務上的建議並期
望網路客製化能成為網路行銷的一大工具。

本文實證結果顯示網路行銷對網路市場滲透效益有正面的影響，可是經由網路客製化本文
實證結果顯示透過網路客製化對網路市場滲透效益造成的影響遠大於不透過網路客製化。

關鍵字: 網路行銷，網路客製化，網路市場滲透效益，網路客製化產品，網路客製化服務

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.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION………………………………………………………………… 1
1.1. Research Mode……………………………………………….…………………….. 1
1.2. Research Background and Motivation……………………………………………… 1
1.3. Research Objectives …………………………………………………………… 5
1.4. Research Methodology and Process………………………………………………… 6
1.4.1. Research Methodology………………………………………………………… 6
1.4.2. Research Process………………………………………………………………. 6
1.5. Research Object and Sources of Data………………………………………………. 7
1.5.1. Research Object……………………………………………..…………………. 7
1.5.2. Sources of Data………………………………………………………………… 9
1.6. Framework of Thesis……………………………………………………………….. 9
Chapter 2: General Situation of Online Customized Goods and Services…………. 11
2.1. Definition of Customized Goods and Services ……………………………………. 11
2.1.1. Background Information of Online Customization …………………………… 12
2.1.2. Internet Economy ……………………………………………………………... 14
2.1.3 Differences Between Different Customized Goods and Services ……………. 15
2.1.4. Differences Exist among Different Customized Goods and Services ………… 15
2.1.5. The Present Online Customized Goods and Services…………………………. 16
2.3. The Operation of Online Customized Goods and Services ………………………… 17
2.3.1. Definition of Online Customized Goods and services ………………………... 18
2.3.2. Successful Online Customization Companies ………………………………… 19
2.4. The Content of Online Customized Goods and Services …………………………... 20
2.5. Online Customized Goods and Services Penetrates the Internet Market …..……… 22
2.5.1. Customized Goods and Service VS Attractiveness…………………………… 22
2.5.2. Customized Goods and Services VS Customer Value……………………… 23
2.5.3. Online customization VS Time Saving……………………………………….. 23
2.5.4. Online Customization VS Switching Cost……………………………………. 24
2.6. Summary ………………………………………………………………………….. 24
Chapter 3: Related Theories and Literature Review………………………….……… 19
3.1. Related Theories……………………………………………………………............. 25
3.1.1. Internet Marketing……………………………………………….……………. 25
3.1.1.1. Definition of Internet Marketing …………………………………..…… 26
3.1.1.2 Construct of Internet Marketing ………………………………………… 26
3.1.2. Online Customization. ………………………………………………………… 27
3.1.2.1 Definition of Online Customization…………………………………….. 27
3.1.2.2 Online Customized Goods……………………………………………….. 31
3.1.2.3 Online Customized Services ....………………………………………….. 31
3.1.3 Internet Marketing Pentration Effect …………….……………………………. 32
3.1.3.1 Definition of Internet Marketing Pentration Effect …………………… 32
3.1.3.2 Construct of Online Market Penetration Effect………………………… 32
3.2. Literature Review…………………………………………………………………. 37
3.2.1. Internet Marketing…………………………………………………………….. 38
3.2.2. Online Customization………………………………………………................. 38
3.2.3 Internet Market Penetration Effect …………………………………………… 39
3.3 Summary…………………………………………………………………………… 40
Chapter 4: Research Design, Hypothesis and Methodology…………………………. 42
4.1. Model Development and Framework………………………………………………. 42
4.1.1. Antecedents of Inter Marketing …………………………………………… 42
4.1.2. Antecedents of Online Customization …..…………………………………… 43
4.1.3. Antecedents of Inter Marketing Penetration Effect………………………… 44
4.1.4. The Intergrated Research Framwork……………………………………... 45
4.2. The Definition of Variables……………………………………………………. 46
4.2.1. Internet Marketing…………………………………………………………… 47
4.2.2 Online Customization ……………………………………………………… 47
4.2.3. Internet Market Penetration Effect …………………………………………. 48
4.2.3.1. Attractiveness…………………………………………………………... 48
4.2.3.2. Switching Cost…………………………………………………………. 48
4.3. Research Hypotheses……………………………………………………………….. 51
4.4. The LISREL model………………………………………………………………… 53
4.5. Data collection and sample design………………………………………………….. 53
4.5.1 Pre-Test…………………………………………………………………………. 53
4.5.2 Survey and Data Collection……………………………………………………. 54
4.6. Statistical Methods…………………………………………………………………. 55
4.6.1. Multifactor Statistical Analysis………………………………………………... 55
4.6.1.1. Factor Analysis…………………………………………………………. 55
4.6.1.2. Principal Components Analysis………………………………………… 56
4.6.2. Reliability Analysis……………………………………………………………. 57
4.6.3. Validity Analysis……………………………………………………………… 58
4.6.4 Importance-Performance Analysis…………………………………….……… 58
4.6.5 Estimation Methods…………………………………………………………… 60
4.6.5.1. Criteria for Goodness-of-Fit……………………………………………. 60
4.6.5.2 Structural Equation Modelling and the LISREL Estimation Method…… 62
Chapter 5 Empirical Results and an Analysis….……………………………………. 65
5.1 Basic Statistical Analysis……………………………………………………………. 65
5.1.1. Analysis of Sampling Characteristic………………………………………….. 65
5.2. Reliability and Validity Analysis…………………………………………………... 67
5.2.1. Reliability Analysis……………………………………………………………. 67
5.2.2. Validity Analysis………………………………………………………………. 70
5.2.3 Kaiser-Meryer-Olkin Adequacy Test and Bartlett Sphericity Test……………. 73
5.3 Factor Analysis……………………………………………………………………… 74
5.3.1 Internet Marketing……………………………………………………………… 74
5.3.2 Online Customization………………………………………………………… 77
5.3.3 Internet Marketing Penetration Effect………………………………………… 79
5.4 Importance-Performance Analysis………………………………………………….. 83
5.4.1 Internet Marketing……………………………………………………………… 84
5.4.2 Online Customization………………………………………………………… 86
5.4.3 Internet Marketing Penetration Effect………………………………………… 87
5.5 The Primary Result of LISREL Model……………………………………………… 88
5.5.1 Model Evaluation of the Initial Estimated Model……………………………… 90
5.5.2 Modifications…………………………………………………………………… 91
5.5.3 Results and Implications of Hypothesis Testing………………………………. 97
5.5.4 Direct, Indirect, and Total Effects……………………………………………… 104
5.6 Summary……………………………………………………………………………. 113
Chapter 6 Conclusions and Suggestions……………………………………………… 115
6.1. Conclusions…………………………………………………………………………. 115
6.1.1. Results of the Factor Analysis…………………………………………………. 115
6.1.2 Results of Importance-Performance Analysis…………………………………. 116
6.1.3 Results of the Structural Equation Model (LISREL) …………………………. 118
6.2 Suggestions…………………………………………………………………………. 119
6.2.1 Suggestions for Marketers……………………………………………………… 119
6.2.2. Suggestions for Consumers…………………………………………………… 120
6.2.3 Suggestions for Future Research……………………………………………… 120
Reference List………………………………………………………………………….. 122
Appendix 1: Questionnaire…………………………………………………………… 126

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