The Impact of Internet Marketing, Perceived Value and Perceived Risk on Purchase Intention for Branding New Infant’s Clothing Industry

• Main Authors: Yi-Shu Lee, 李宜澍
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/75657938781347182191

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 103 === In recent years, due to the rapid development of the Internet, many infant clothing industry taking into account the cost of goods sold have been operating on the Internet, not just run through a physical store, but also the sale of all market business model from the beginning of the circulation of both brand, changed into his own brand specialized; because it is starting from the internet business, it is natural marketing model is also different from the past, and therefore a unique network marketing model now become big business began to object imitated. This thesis was designed to investigate the network marketing model, perceived value, perceived risk of consumer willingness to buy influence, mainly in infants and young children's apparel industry consumer groups as the survey, a questionnaire survey method to collect and analyze relevant information, and the results of the analysis to be collected, prepared, make relevant conclusions and recommendations, and then provided to the industry as a marketing strategy to develop the reference. By the results of this study that the more consumers feel good web marketing strategy, the perceived value of feelings purchase intention will increase as a result, and in the feelings of psychological risk will be reduced; and consumer products for the industry to provide feel the better perceived value, will also enhance the feeling of willingness to buy, but in the psychological and privacy risks to diminish the risk of feeling, in addition to between perceived value and purchase intention internet marketing intermediary effect; the overall perception of risk for the network Road marketing, perceived value and purchase intention there is no clear correlation.