880-01Transaction has evolved from traditional retail format to new technological retail innovations such as tele-shopping, catalog shopping, TV home shopping and Internet shopping. These innovations require fundamental changes in shopping behavior to the consumers who are used to shopping in a traditional market place. To minimize this switching cost, many shopping mall should provide similar shopping environment with the real life shopping. And it's better to sell products which satisfy ,even if on the web, consumer's cognition requirement such as product feature, property and sensual information.
In this paper, we suggested Electronic Marketing Plan model-static model and dynamic model- for an online product portfolio strategy. This model describes decision making procedure for the Electronic marketing plan. And as a previous research, we investigated the consumer classification based on technology adoption attitude and technology stage of consumer's product cognition.
