The Influence of the Internet Marketing on Consumer Behavior for the purchasing brand clothes—The Case of the Taipei City male college students

• Main Authors: Shih, Ta Chung, 石大中
• Other Authors: Chen, Quang-Hwa
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7mh84p

碩士 === 國立交通大學 === 經營管理研究所 === 102 === The development of internet technology has changed the ways of Purchasing. It has also become the main source of communication and information. The way of Internet Marketing, as an internet tool, vendors on the internet can use the advertising tools like web connection and the blogs to increase the explosure of it’s production or brand. In recent years, with the purchasing methods changing, apparel industry in Taiwan must begain to face the problem of business transformation. The way that clothes shopping on the internet has started to spread. This study takes the performance branding clothes on the internet for investigation, discussing the influence of consumer behavior toward the male college students in Taipei City, the sample of this research is from network survey, and received 424 efficient questionnaires. This study comes out with some conclusion and suggestions as follows: 1. The connectivity of the internet marketing is positively correlated with consumption frequency, brand, quantity and amount. 2. The Selling form of the internet marketing is positively correlated with consumption frequency, brand, quantity and amount. 3. The decoration of web of the internet marketing is positively correlated with consumption frequency, brand, quantity and amount. 4. The interaction and sharing of the internet marketing is positively correlated with consumption frequency, brand, quantity and amount. In conclusion, this study provides some suggestions and recommendations for the supervisor of branding clothes on the internet in managing or planning the marketing strategies, and the future potential study is also recommended at the end.