The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions
碩士 === 輔仁大學 === 資訊管理學系 === 96 === Brand recognition is an important issue. Can online auction stores create brand names and thus build brand recognition? This research approaches this issue by focusing on of the interaction amongst store visual elements, store image, product characteristics and bran...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2008
|
Online Access: | http://ndltd.ncl.edu.tw/handle/46475353220769339012 |
id |
ndltd-TW-096FJU00396003 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-096FJU003960032015-11-30T04:02:17Z http://ndltd.ncl.edu.tw/handle/46475353220769339012 The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions 商店視覺、商店印象及產品特性對拍賣網站加盟商店品牌認知之相關性研究 CHIU, PO-KAI 邱勃凱 碩士 輔仁大學 資訊管理學系 96 Brand recognition is an important issue. Can online auction stores create brand names and thus build brand recognition? This research approaches this issue by focusing on of the interaction amongst store visual elements, store image, product characteristics and brand recognition. A questionnaire survey was conducted and four major conclusions are as follows: First, in the store visual elements aspect, we found that buyers focus on the visual esthetic and window esthetic. Second, in the store image aspect, we found that buyers focus on purchasing process information, promotion, store impression, and seller feedbacks. Third, in the product characteristics aspect, we found that buyers focus on price, quality and value. Fourth, Pearson Correlation Examination shows that the relations between these aspects and brand recognition are highly relevant, with Pearson Correlation Coefficients of 0.608, 0.540, and 0.477 respectively. Based on these findings, in order to build a successful auction store, sellers can focus on improving adornment, building a great atmosphere and adopting a competitive price strategy to attract buyers. Chang, Yin-Yih 張銀益 2008 學位論文 ; thesis 121 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 輔仁大學 === 資訊管理學系 === 96 === Brand recognition is an important issue. Can online auction stores create brand names and thus build brand recognition? This research approaches this issue by focusing on of the interaction amongst store visual elements, store image, product characteristics and brand recognition.
A questionnaire survey was conducted and four major conclusions are as follows: First, in the store visual elements aspect, we found that buyers focus on the visual esthetic and window esthetic. Second, in the store image aspect, we found that buyers focus on purchasing process information, promotion, store impression, and seller feedbacks. Third, in the product characteristics aspect, we found that buyers focus on price, quality and value. Fourth, Pearson Correlation Examination shows that the relations between these aspects and brand recognition are highly relevant, with Pearson Correlation Coefficients of 0.608, 0.540, and 0.477 respectively.
Based on these findings, in order to build a successful auction store, sellers can focus on improving adornment, building a great atmosphere and adopting a competitive price strategy to attract buyers.
|
author2 |
Chang, Yin-Yih |
author_facet |
Chang, Yin-Yih CHIU, PO-KAI 邱勃凱 |
author |
CHIU, PO-KAI 邱勃凱 |
spellingShingle |
CHIU, PO-KAI 邱勃凱 The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
author_sort |
CHIU, PO-KAI |
title |
The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
title_short |
The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
title_full |
The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
title_fullStr |
The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
title_full_unstemmed |
The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions |
title_sort |
relevant research of the brand recognition on the factors of store visual elements, store image and product characteristics in the internet auctions |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/46475353220769339012 |
work_keys_str_mv |
AT chiupokai therelevantresearchofthebrandrecognitiononthefactorsofstorevisualelementsstoreimageandproductcharacteristicsintheinternetauctions AT qiūbókǎi therelevantresearchofthebrandrecognitiononthefactorsofstorevisualelementsstoreimageandproductcharacteristicsintheinternetauctions AT chiupokai shāngdiànshìjuéshāngdiànyìnxiàngjíchǎnpǐntèxìngduìpāimàiwǎngzhànjiāméngshāngdiànpǐnpáirènzhīzhīxiāngguānxìngyánjiū AT qiūbókǎi shāngdiànshìjuéshāngdiànyìnxiàngjíchǎnpǐntèxìngduìpāimàiwǎngzhànjiāméngshāngdiànpǐnpáirènzhīzhīxiāngguānxìngyánjiū AT chiupokai relevantresearchofthebrandrecognitiononthefactorsofstorevisualelementsstoreimageandproductcharacteristicsintheinternetauctions AT qiūbókǎi relevantresearchofthebrandrecognitiononthefactorsofstorevisualelementsstoreimageandproductcharacteristicsintheinternetauctions |
_version_ |
1718139013418713088 |