The Experiential Preferences of the Online Consumers owards Apparel Brand’s Online Shopping Websites: Comparison of the Online Website and the Mobile Application.

• Main Authors: Ya-Hui Chang, 張雅惠
• Other Authors: Hsiu-Wen Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/gtg4s8

碩士 === 東吳大學 === 企業管理學系 === 102 === Nowadays consumer purchase frequently through Internet due to advanced network technology and changed buying behavior, thus, most of online shoppers increase strict requirements. In recent years, the rapid development of wireless networks with high penetration of smart phone users to change the way of interpersonal behavior and everyday life, people are more dependent on mobile phones and mobile Internet shopping which will become the mainstream activities. Most of the online shopping platform focused on product features and consumer demands in a highly competitive market evironment, online shopping is also difficult to highlight the growing homogenization of own brand character. Yahoo! Tim Sanders, Chief Executive Officer made 'experience' is the foundation of the new economy, the site must be done is to provide a memorable command, praise the experience, in order to make consumers feel more valuable. Many companies invest on production mobile shopping APP, business owners should make efforts to meet consumer demand for consumer experience to a different path in the purchase program to attract consumers. Hence, this research is based on Schmitt (1999/2000) proposed a "Strategic Experiential Modules " (SEMs) as a basis to discuss the difference between user of shopping sites and the user of mobile shopping APP, to explore the relationship of brand love and brand identity that reflect in consumer purchace. This research explore the apparel brand which need a lot of photos in shopping site, using a questionnaire survey conducted to collect data, a total of 802 valid samples were recovered. Finally, according to research result to propose marketing strategy and follow-up research suggestions.