| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 93 === ABSTRACT
The product attributes of comfortable, functional, and beautiful are important for women’s underwear, therefore, buyers hope to get further advises in the purchase process from the salesperson. Opinions are divergent on the feasibility of the women’s underwear to conduct on-line shopping. The mainly reason is the internet safety for online shopping by consumers. Hence, the purpose of this study is to investigate the trust and promotion attitude on internet marketing, and the purchase intention. By this research, we can provide some suggestions that firms intends to extend the channel onto the internet.
The young women who have ever logged on shopping website are the target samples. We employed the convenience sampling. The 250 questionnaires were sent out, 238 responded and 230 of them were valid. The results are listed as follows:
1. The consumers don’t like purchasing underwear on the internet is she could not try on.
2. The main reasons why customers take online shopping are convenience, cheapness, delivery services, and can’t get it in a real store.
3. The online promotional types had positive influence on women’s underwear online purchase intention. Consumers prefer the types of promotion as follows in turn: price-off, tie-in promotion, coupons, premiums, frequency program, and sweepstakes.
4. Individual's tendency to trust, internet safety and credibility and brand trust have not significant influence on online purchase intention of underwear products.
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