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Abstract

In recent years, the use of Internet seems to be a fashion. It becomesmore and more popular for enterprises to make use of web for marketing and advertising. In order to grasp the commercial chance, it is necessary to find the best way for marketing resources distribution according to marketing subjects. Generally speaking, the traditional market segmentationtheory is widely accepted by most effect sales in promoting target marketing.This research tries to apply it to the current Internet users and divides them into groups of study according to their ordinarily life styles then analyzes their relatively descriptive variables to offer references to enterprises when they are mapping out plans for Internet marketing. This sampling study is based on the Internet users of Tsing-Hua, Chiao-TungUniversity and through web questionnaire to collect data. After analysis, the ordinarily life style of those Internet users can be divided into five groups: "traditional and conservative", "self-fulfilling", "independent andself- supporting", "reasoning consuming", and "optimistic and outgoing". The demographic of each groups differ according to sex, age, field of study, habitation, working, and living expenses. For motivation of using Internet, the five groups of users have great differences on their enthusiasm of pursuing new information. For the styles of usage, they make great differences on frequency, duration, function, and types of information.For the habit of usage, they vary by levels of faddish attraction. Other than these, on the item of Internet shopping, most users haven't had any experience of purchasing through Internet and there is no great differenceson the amount of money which they are willing to invest on Internet shopping. Facing Internet shopping, price and quality of the unseen product are the two main concerns of the prospective shoppers. Responding to Internet marketing, the prospective shoppers of different groups are various on two aspects: interactive with enterprises and convenience of comparison between products. Out of the result of this research, I find that, facing the comingInternet shopping period, enterprises, in fact, still have much to do about Internet marketing. If any company can explore this effective soliciting tool well, it can certainly be more competitive advantage.