Internet Retail Marketing: A Study of Retailer Adoption of Internet, Company Characteristics, Marketing Strategies, and Effectiveness Relations

There is no industry have created a new economy for retailers, and an innovative way to conduct business. There are two key areas of confusion emerge for retailer: first, what role can the internet play in retailing marketing; and the second, how to build the structure of internet marketing.

This article is trying to identify the roles of internet to retail marketing, and analyze the marketing strategies of retailers on site, and the expected beneficial results. This article finds that the effect of “the type of Taiwan’s retailers’ web site” ,“Internet marketing strategies” ,and “consumers’ characteristics” to customers’ behaviors and intention. It could provide future research and practically suggest Internet marketing strategy for firms.