| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 107 === With the change of consumption habits, online shopping has gradually become an important way of consumption. However, the physical stores and online stores are quite different.In many cases, brand trust will become the basis for consumers when they choose to buy. Whether the degree of involvement of consumers in online shopping will affect brand trust, so as to affect the willingness to buy online. Under the background of this study, we hope that the research results can be provided to online merchants, referring to how to build brand trust, in order to improve customer purchasing rate.This study investigates willingness to buy online by means of an online questionnaire. The respondents selected people who used online shopping from social networking platforms such as Face Book and Line as research objects. The research goal is to draw a clear policy for those who are interested in the future to explore and clarify indicators for merchants. For use, the last valid questionnaire was 318.The research method will be SPSS multiple regression analysis.Through the research, we know that the degree of involvement and willingness to buy online will mediate through brand trust.
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