| Abstract: | With the progress of science and technology and transition of the life style, the internet can transcend the limitation of time and space, so it becomes the indispensable transmission media now. Therefore, a lot of enterprisers begin to sell the goods with e-commerce market. Because internet marketing is still an innovative marketing method, whether it is popular in the future, it takes time to observe.
According to Rogers? and Shoemakers? ?Diffusion of Innovation? (1971) and Moore?s ?chasm? (2000), this research combines these two theories. And then use Discriminant Analysis to understanding the group?s characteristics of Fruits and Vegetables in internet marketing, and to analysis the influence factors and the contents of the chasm, to control the diffusion of innovation effects in the future.
As a result of the fresh fruits and vegetables are easy to rotten and spoil, so it will have extensive chasm when sales. And this case study to select ?ubox? and ?HUG?. The samples are people had bought and have not bought fresh fruits and vegetables in internet marketing. The sample methods are questionaries in internet and convenience sampling, and effective sample are 365.
In the event, mainstream market in internet marketing is ?man?, ?under 20 and 40-49?, ?Bachelor and Master?, ?public employment, service industry and students?. The main fresh fruit consumption influential factor of internet, for ?the exquisite packaging?, ?pay by credit card and pay the bill on-line?, ?fast information to look around?, ?many kinds of channel to take of goods?, ?the exchange goods service?, ?confirm order content with consumer?, ?concrete advertising and sales promotion?. |
