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Original Articles Open Access
Which elements that make the marketing website to be more approbated by buyers marketing website as information releasing and sales channels for an E-commerce enterprise should have? Through literature analysis this paper summarizes the basic elements of the marketing website, using exploratory factor analysis and confirmatory analysis theory, based on the buyer’s survey, and creates the necessity factor model of a marketing website by the means of the statistical analysis software spss19.0, and provides empirical validation of the model by means of a secondary survey methodology and analysis software, and at last gives some guiding recommendations for e-commerce enterprises building a marketing-based website.
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Author(s): Qi Zhaochuan Dong Shuoling and Li Qianghua
Marketing Website, Evaluation, Exploratory Factor Analysis, Literature Analysis, Buyer's Point of View, Marketing Website, Evaluation, Exploratory Factor Analysis, Literature Analysis, Buyer's Point of View