| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 98 === Consumers’ shopping behavior has changed ever since the internet began to drive the business environment. They use different channels to search or get information during their purchasing process. The retailers started to adopt a multichannel strategy, providing different channels for consumers to have more choices while shopping. In the multichannel environment, brand is one of the factors that consumers consider while making their purchasing decisions. Moreover, trust is also a crucial point that influences consumer’s purchasing decisions.
The study reviews past literatures about the multichannel environment to develop the conceptual framework and refers to the research of Kwon & Lennon (2009) and Kuan & Bock (2007). The study focuses on multichannel retailers and probes into the interaction between brand image and trust for both physical and online stores, as well as its impact on the motivation of consumer online shopping. Therefore, the study chose the apparel industry, the most frequently bought product in online shopping. A convenience sample of 230 college students participated in an experiment with two brands, Muji and HangTen. Results reveal that offline brand image exerts significant effects on online brand image and offline brand trust, and online brand image also influences online brand trust and online purchasing intention. However, the moderating effect is insignificant. Only in the online environment is the influence of HangTen more than Muji.
These results provide implications for the brick-and-click retailer, pointing out the direction of brand image management to the retailers. They have to focus on development of multichannel marketing strategies to link the offline and online channels and improve online performance to gain the online brand image and attract new consumers and retain old consumers.
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