| Summary: | 碩士 === 南榮科技大學 === 工程科技研究所碩士班 === 104 === The rapid development of the Internet has online shopping become a primary part of human life. Domestic kids clothing industry also grasps the trend of such an e-commerce development to expand the contact between products and potential customers so as to enhance the revenue. This study aims to discuss online kids clothing shopper behaviors, in which the relations among website characteristics, product characteristics, promotions, and purchase intention are explored, expecting to provide reference for businesses drawing up marketing strategies.
Through the online questionnaire survey, domestic consumers with the experience in online kids clothing purchase are researched in this study. Total 391 valid copies are retrieved for Descriptive Statistics Analysis, Reliability Analysis, Factor Analysis, Independent t Test, One-way Analysis of Variance, and Regression Analysis through SPSS 22.0. The research findings are summarized as following.
I.Product characteristics do not appear significant difference on individual variables.
II.Website characteristics show remarkable differences on age, educational background, stage of kids clothing purchased, number of purchase times each season.
III.Promotions reveal notable differences on stage of kids clothing purchased, number of purchase time each season.
IV.Product haracteristics reveals positively significant effects on promotions.
V.Promotions appear positively remarkable effects on purchase intention.
VI.Product haracteristics show positively notable effects on purchase intention.
VII.Website characteristics present positively significant effects on purchase intention.
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