The Impacts of Internet Purchasing on Consumer Decision Journey- Using the Apparel Buying as an Example

• Main Authors: Hsin-Yi Huang, 黃馨儀
• Other Authors: 周素娥
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/ph4868

碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 100 === Consumers are impacted by a variety of media when they are making decisions to purchase. They believe that it is rational behavior to have some information by searching on the Internet. But it’s not truth. The main purpose of this research is to discover what differences between choosing to purchase on real shops and on internet channels are. The research targeted o consumers who have shopped on the internet for apparel. Both qualitative and quantitative methods were used. There are 1,178 observations with a valid response rate of 100%. Factor analysis, regression analysis and MANOVA were employed for hypothesis verifications. The results are as following. First, virtual consumers have significantly showed positive effect upon their evaluating processes of making decision, especially on the aspects of motivation, situation and reviewers on consumer evaluating processes. Second, people who shop online will post the satisfaction of purchasing, influential aspects, such as the motivation, the situation and the reviewers of online shop which have significantly showed positive effect on the evaluating stage. Third, post-purchased satisfaction has significantly showed positive effect on sharing behavior, evaluating stage and channel selection. Finally, sharing behavior of the post-purchased has positive impacted on next evaluating process. And significantly affects the reviewers in the evaluating process.