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In business-to-consumer electronic commerce, enterprises have to contact with the consumers directly. Understanding the consumers is one of the most important things to enterprises. The characteristic of Internet shopping is the purchase risk on Internet is larger than that in physical stores. According to the risk degree consumers have perceived, products can be divided into three patterns: search goods, experience goods and credence goods. However, while doing Internet shopping, it is not easy for consumers to evaluate credence goods; the study, therefore, tries to investigate the risk-reduction strategies used by consumers in purchasing search goods and experience goods. This paper examines in-depth the risk-reduction strategies of consumers when they select and purchase search goods and experience goods and compares its finding with literature regarding risk-reduction strategies. It is hoped that this finding serves as a reference for the companies that sell search goods and experience goods in their formulation of marketing strategies.

Small and medium enterprises constitute the majority of Taiwanpsilas businesses, and entrepreneurship lies at the heart of these enterprises. A literature review shows that entrepreneurspsila demographic characteristics and psychological traits have a crucial impact on entrepreneurial outcomes. Over the past few years, technological and vocational education in Taiwan has developed substantially, fostering many successful entrepreneurs. Completed questionnaires from 1,053 students from the Transworld Institute of Technology in Taiwan and the Chinese Entrepreneur Aptitude Scale (CEAS), constructed by Chen and Wu [11], formed the basis of our empirical analysis. Our research objectives are as follows. First, we aim to explore the reliability and validity of the CEAS and to establish a normative score among surveyed students. Second, we compare the scaling scores differences between the genders, departments, and classes in the sample. Finally, we compare the student samplepsilas CEAS results with models of Taiwanese entrepreneurial youth. We then discuss the findings in terms of their implications for entrepreneurial education and management and future research.

The purpose of this paper is to investigate the technological structure of business methods in insurance. Concepts and techniques used in social network analysis are applied to a network of patents based on citation. By means of procedures drawing on the notion of structural equivalence, a set of blocks and positions of insurance business methods are delineated. This paper has focused its discussion on patent data of classification UPC705/4 to explore possible technological structure in insurance. The result of this research found that there are 4 clusters in the structure of technological network.