本研究透過行銷組合中的推廣設計來瞭解組織運用電子行銷對顧客保留能力之影響，研究結果顯示電子行銷應用於推廣活動時，組織有進行客製化行銷之能力。換言之，當組織於推廣活動中使用電子行銷會影響顧客保留。
    本研究檢驗了一項主要假設以及五項次要假設，主要假設為：組織使用電子行銷的程度會透過組織執行客製化推廣活動的能力、組織對顧客感知的關係、組織對顧客吸引力感知等變數與組織顧客保留能力呈正相關。
H1：組織使用電子行銷程度與執行客製化行銷活動的能力呈正相關。
H2：組織執行客製化行銷活動的能力與組織對顧客感知關係呈正相關。
H3：組織執行客製化行銷活動的能力與組織對顧客的吸引力感知呈正相關。
H4：組織對顧客感知關係與組織顧客保留能力呈正相關。
H5：組織對顧客吸引力感知與組織顧客保留能力呈正相關。
    本論文以問卷調查進行研究，在回歸分析中，次要假設均成立，主要假設則為部分成立，其中顧客的感知吸引力並非組織運用電子行銷與組織顧客保留能力的中介變項；此外，未透過中介變項分析時，組織運用電子行銷程度與顧客保留能力呈現正向關係，經由中介變項分析後，組織運用電子行銷程度對顧客保留能力呈現出負向關係，但仍然會透過中介變項對顧客保留能力呈現出正向關係。

This thesis is to study the impact of E-Marketing on an organization’s customer retention capabilities through the design of marketing mix, specifically, the design of promotion. When applying E-marketing on promotional activities, the indication is that an organization would have the capability to customize promotional activities. In other words, organization’s promotional activities would have impact on customer retention when E-Marketing application is applied. 
    This research examined one major hypothesis and five sub-hypotheses, they are:
H: The extent to which an organization applies E-marketing is positively related to the organization’s ability to retain customers, mediated through the ability of the organization to customize promotional activities, customers’ perceptual relationship with the organization, and customers’ perceptual attractiveness of the organization.
H1: The extent to which an organization applies E-marketing is positively related to the ability to customize promotional activities.
H2: The ability of an organization to customize promotional activities is positively related to customers’ perceptual relationship with the organization.
H3: The ability of an organization to customize promotional activities is positively related to customers’ perceptual attractiveness of the organization.
H4: Customers’ perceptual relationship with an organization is positively related to the ability of the organization to retain customers.
H5: Customers’ perceptual attractiveness of an organization is positively related to the ability of the organization to retain customers.
    In regression analysis, every sub-hypothesis is supported. However, the main hypothesis is only partially supported in this research. Customers’ perceptual attractiveness is not a mediator to the relationship between the extent to which an organization applies e-marketing and the organization’s ability to retain customers. Furthermore, the extent of E-marketing application has negative direct impact on customer retention through all the mediating variables.  Nevertheless, the total impact of the extent of E-marketing application on customer retention through all the mediating variables is positive.

CONTENTS

Acknowledgments	I
Summary (Chinese)	II
Summary (English)	III
Contents	V
List of Figure	VII
List of Table	VIII
Chapter One Introduction	1
	1.1 Research Background	1
	1.2 Research Question	3
	1.3 Research Objective	4
Chapter Two Literature Review	6
	2.1 The History of E-Marketing	6
	2.2 The Application of E-Marketing to 4Ps	9
	2.3 The Importance of Promotional Strategies	24
	2.4 How E-Marketing Would Revolutionize Promotional Activities	27
Chapter Three Research Method	32
	3.1 Research Methodology	32
	3.2 Operationalization of Variables	32
	3.3 Data Collection	36
	3.4 Description of the Data	41
Chapter Four Data Analysis	44
	4.1 The Rudimentary Analysis	44
	4.2 The Analysis of Mediating Effects	47
Chapter Five Summary and Recommendation	55
	5.1 Summary and Conclusion	55
	5.2 Recommendation	57
	5.3 Limitation and Suggestion for Future Research	59
References	62
Appendix A	67
Appendix B	69
 

List of Figures

Figure 1.1: Differences Internet-marketing, E-marketing, E-commerce and E-business	2
Figure 2.1: 3 Levels of a Product	10
Figure 2.2: Promotion through Product Life Cycle	16
Figure 2.3: Research Framework	30

 
List of Table

Table	3.1: Alpha Reliability Measure under Develles	36
Table	3.2: Result of Reliability Test of each Research Variables	37
Table	3.3: Reliability Eliminating Each Item in Turn for Customer Perceptual Attractiveness (I)	37
Table	3.4: Reliability Eliminating Each Item in Turn for Customer Perceptual Attractiveness (II)	38
Table	3.5: Reliability Eliminating Each Item in Turn Extent of Applies E-marketing	38
Table	3.6: Reliability Eliminating Each Item in Turn for Customize Promotional Activity	39
Table	3.7: Reliability Eliminating Each Item in Turn for Customers’ Perceptual Relation	39
Table	3.8: Reliability Eliminating Each Item in Turn for Retain Customer	40
Table	3.9: Distribution on Respondent Profile based on Sex Category	41
Table	3.10: Distribution on Respondents Profile based on Age Category	42
Table	3.11: Distribution on Respondent Profile based on Occupation	42
Table	3.12: Distribution on Respondent Profile based on Familiar Brand, Organization, Company or Shop	43
Table	4.1: Descriptive Statistics and Correlations	44
Table	4.2: Durbin Watson Result	49
Table	4.3: Result of Regression Analysis for Mediating Effects Dependent variable: Customer retention	49

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