| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 106 === The rapid development of online shopping, caused by the evolution of the Internet engine, has been approaching saturation in recent years. Many shopping platforms are trying to change the business model from a medium of commodity trading to a service-oriented platform. This study found that many shopping platforms incorporate website design into their brand spirit to build brand equity. Therefore, this study adopted principle of PCM matrix to analyze whether consumers have been nurturing by the marketing strategy that follows guidance of the shopping platform from the perspective of website design to color usage. The findings were concluded by submitting questionnaire and , through linear regression analysis, empirical analysis, and in-depth discussion of the shopping sites for consumers.
This findings of the study indicated the online shopping market, whether the functional design of the website conforms to the consumer''s usage habits has a significant impact on the overall experience of the consumer. In addition, consumers believe that the shopping website has the function of conforming to consumer habits. First the functional design of the shopping site does not meet the consumer''s usage habits, it will have a negative evaluation of the site. Second, this study also found that color association has a significant impact on the use of experience while Taobao and shrimp shopping with orange as the main color and Pinkoi with pink as the main color have the theory of PCM matrix; only red The color of the Lotte market and the rotating auction do not conform to the theory of the PCM matrix.
Finally, this study found that the average purchase amount of online shopping customers is about NT$1,000, and today''s online shopping purchase and return mechanism is quite convenient, which affects consumers attitude. The prevailing ideology of "Buy it! you don''t like it anyway," so in the online shopping market, the high-risk and flamboyant red of the PCM matrix has no influence.
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