Factors Influencing The Adoption of Domain Name for Enterprises : From The Characteristics of User and Demand
| Autor: | TU,MIN-JUNG, 杜敏蓉 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Domain name is usually regarded as a virtual real estate in the internet. Corporations build a website with a domain name. Consumers enters the domain name to open corporation’s website directly will avoid other interruptions in the internet and any chance of losing potential customer. Up to 3.293 billion domain names were registered before 2016 Q4, in practice domain names were used for websites, brand promotion, brand awareness and brand protection for years. This research will base on theory of the consumer behavior to find out different behavior patterns when corporations register a domain name with influence of personal characteristics and demand. This research provides the domain name service providers in Taiwan a study when adopting marketing strategies. Literature collection begins after research purpose and background are been determined. Conceptual framework and research hypothesis are proposed from the cross relationship among user’s characteristics, demands and usage of domain name for corporations. Conclusions, further research direction and suggestions are produced from the analysis of the Chi-square Test. This research result indicates the usage of a domain name will be influenced by the user’s characteristics and demands such as consideration or motivation. In the meanwhile, user’s characteristics will also be influenced by their demands such as the source of information or motivation. As a domain name service providers, some marketing strategies listed below should be considered in the future to activate domain name market in Taiwan. Firstly, strengthen internet applications to enhance demands of domain names for individual and corporations. Secondly, different marketing strategies should be provided by genders when communicate with users. This will help corporations to realize how to build up the connection between brand and domain name; how to build up products and service brand; how to help corporations increase opportunity in the search engine market and help websites search engine optimization; and how to help corporation to protect brand name in different region, language and culture. Finally, help corporation to get insight of domain name with data analyzing and case studies will be a useful method. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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