The Relevant Research of the Brand Recognition on the Factors of Store Visual Elements, Store Image and Product Characteristics in the Internet Auctions

• Main Authors: CHIU, PO-KAI, 邱勃凱
• Other Authors: Chang, Yin-Yih
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46475353220769339012

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.