The Study on Affected Internet Transaction Intention by Different Product Strategies

The study uses an experiment simulation to measure how different product strategies affect consumers' Internet transaction intentions. First, using computer simulation to test Internet transaction intentions of consumers by three different attributed products (the cellular phone, the flower and the fortune-telling), two payment methods (pay with credit card and transfer at post office), two guarantee methods (to return goods service and without return goods service) and two distribution methods (deliver home and take at appointed place). Therefore, this study set up 3*2*2*2=24 situations. This study finds that Internet transaction intention of the fortune-telling and the flower are significantly higher than that of the cellular phone. Second, this study provides predicable regression equations of Internet transaction intention by Internet perceived risk and convenience degree variables. Finally, this study makes suggestions for Internet enterprises: (1) Choosing proper attributed products to sell on Internet made consumers tend to purchase on Internet (2) Reducing transaction perceived risk on Internet, such as guarantee methods and building SET (Secure Electronic Transaction) system (3) Enhancing transaction convenience on Internet, such as building EFT (Electronic Funds Transfer) system.