| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 96 === The purpose of this study is to identify the critical factors involved in each stage of the buyer decision process model, developed by Kotler and Armstrong (1997).This study relates to online retail shopping of jewelry in Taiwan.
The study attempts to identify the critical factors behind the motive of shopping jewellery online. As we all know that buyer decision process model consist of five stages, these are (i) Need recognition; (ii) Information search; (iii) Alternatives evaluation; (iv) Purchase decision; and (v) Post – Purchase decision.
Based on Kotler and Armstrong (1997) buyer decision process model, five
research questions has been adapted to find out the online shopping behavior in Taiwan
jewelry business. These five research questions related to five stages of buying decision
process. To get the answer of these five research questions, five hypotheses have been
adapted, which also included few sub- hypotheses. Each sub-hypothesis based on one
critical factor which influence purchase decision in Taiwan jewelry business. There
were 13 critical factors identified, which includes Internet Advertisements, Online
Shopping Malls, Auction Websites, Brand, Convenience, Price, Search Engines, Security,
Promotion, Refund, Customized Information, Discount and Satisfaction.
The result of this study supported that there were highly significant Relationship
between Information searches with online shopping in Taiwan Jewellery products and
followed by post purchase decision. Alternative evaluation, need reorganization and
purchase decision doesn’t show significant relation in online jewellery products
shopping in Taiwan. So it’s clearly indicate that doing online jewelry business (in
Taiwan) should more focus on information search and post purchase decision making
stages than other.
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