Influential Factors of the Buyer Decision Process Model in Business-to-Customer (B2C) E-commerce: An Empirical Study of Taiwan Jewelry Market

• Main Authors: Alok gupta, 安迪
• Other Authors: Lin Ku-Ho
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/6pj75g

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.