The Study to Investigate Priming Effect of Apparel Web Ads Background Influencing Consumer’s Purchase Intention

• Main Authors: Yi-Shou Ou, 歐怡秀
• Other Authors: 魏裕昌
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52216098822661432251

碩士 === 中國文化大學 === 資訊傳播研究所 === 98 === With the global Internet population has been gradually increasing the use of the Internet has become an indispensable part of life, its associated networks also will be opportunities to flourish. According to studies, online shopping has become the Internet an integral part of the activities, while women account for online shopping population ratio has more than 50%, showing that the women in the online shopping market influence. Therefore, this study content-based women's shopping, online shopping, the merchandise was to investigate whether the different image backgrounds affect their purchase intention. Based on the theory in the study, this study visual design of web-based women's apparel under the literature to study the material selection, and selection of five different backgrounds, each garment will have to be five background merchandise images. In the experiment, the simulation of an online shopping website, each of the tested group of seven men will see 20 pages, in the bottom of each page will have the willingness to buy online questionnaire and, based on the results of its survey analysis.