Explore Service Quality, Brand Image and Perceived Risk effect Purchase Intention of Consumers - A Case of Shopee

• Main Authors: SU HUANG, YU, 蘇黃鈺
• Other Authors: HSU, CHANG-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/b32up9

碩士 === 亞洲大學 === 經營管理學系 === 106 === According to Market Intelligence & Consulting Institute, Institute for Information Industry (2016), E-Commerce of Taiwan has reached 1,000 billion in 2015. The development of internet technology, online shopping changed the buying habit of consumers. Market Intelligence & Consulting Institute (MIC) conducted a survey about online shopping, and found out that the total value of Taiwan consumers has been increasing. Online shopping has become more acceptable by consumers, and the whole consumer market online is still growing. Shopee has been online since 2015. In only half year, download users exceeded 3 millions. In August 2017 its download users exceeded 10 millions. Even though their traded goods reached 0.24 billion monthly, Shopee is still running in a deficit and unable to sustain with a profitable business model. This research explores Shopee service quality, perceived risk, brand image and purchase intention of consumers. The survey conducted reliability and validity by questionnaires with SEM Covariance Structure Modeling as analytical method, and finally apply to Shopee in order to provide advice on business strategies.