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The Online Shopping Habits of Internet Users in Taiwan

July 01, 2002 / Friedman Chen

10 Page, Topical Report

US$1,000 (Single User License)

Abstract

The main sources of revenue for an Internet company are online advertising and e-Commerce. With online advertising, the advertisers' main criteria for web site selection are site traffic and the type of Internet users visiting the site. As regards e-Commerce, the number of visitors is also one of the main success factors of a web site. This is why so many online stores have collaborated with well-known portal sites to increase visibility and boost the number of people visiting their site. In other words, there is a very close relationship between Internet users and Internet companies' operating revenue. An understanding of Internet user habits thus can be of great benefit to Internet companies in formulating their marketing strategy, market positioning, and product strategy.

Table of Contents
Online Shopping Rate Reached 50% in Taiwan in 2001

Female Internet Users Are More Satisfied With Online Shopping Than Male Users

Luxury Goods Enjoy Fastest Growth, Books and Magazines Account for Highest Percentage of Sales

Men and Women Buy Markedly Different Products

Low Prices Are Key Motivator Behind Online Shopping

Online Transaction Security Is Still A Major Concern

List of Figures
Figure 1 Taiwanese Internet User Satisfaction With Online Shopping and Likelihood of Future Online Shopping

Figure 2 Taiwanese Internet Users' Level of Satisfaction With Online Shopping By Sex

Figure 3 Taiwanese Online Purchases by Product, 2000 - 2001

Figure 4 Taiwanese Online Purchases by Sex in 2001

List of Tables
Table 1 The Percentage of Internet Users Shopping Online in 2000 and 2001

Table 2 Reasons Given by Internet Users for Shopping Online

Table 3 The Main Problems with Online Shopping in 2001

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