The influence of online brand image and perceived risks on customer loyalty for women's apparel in Taiwan market

• Main Authors: Chia-Ling Yao, 姚佳伶
• Other Authors: Sung-Wen,YU
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/18227129778796415990

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 101 === Due to the prevalence of the Internet and changes in consumption patterns, consumers have viewed the Internet as a new channel for shopping. However, how can we differentiate similar products or services sold by strangers whom we have not built trust on when conducting Internet shopping? Although such issues can be solved by names, usage of phrases, and labeling, marketing personnel often use brand image to communicate with Internet shoppers and the role of consumers’ perceived risk remains known. In light of this, this study discusses the influence of the brand image of female garment e-shops in Taiwan and consumers’ perceived risk on their loyalty. The brands for discussion at this study include Tokyo Clothing (http://www.mayuki.com.tw/), and JOYCE-SHOP. This study attempts to use a quantitative method to probe into the influence of consumers’ brand image perception and the perceived risk on their loyalty when shopping for female garments online. The three purposes of this study are as follows: 1) to construct a relationship frame between brand image, the perceived risk, and customer loyalty, and to explore and verify the research hypothesis; 2) to explore the influence of brand image on customer loyalty; 3) to explore the influence of customers’ perceived risk on their loyalty. In the research method, this study conducted paper-based questionnaire and e-mail surveys to collect data from female Internet users, and a total of 210 valid questionnaires were collected. The statistical result revealed that the majority of respondents are females with a university or college education level, and are either students or working in the service sectors. In the data analysis, this study used regression analysis and correlation analysis to explore the influence of brand image and the perceived risk on customer loyalty. Finally, it provided suggestions for future studies based on the results.