| Summary: | 碩士 === 國立臺灣藝術大學 === 圖文傳播藝術學系 === 97 === Under the environment of digitization, data on the internet has a tremendous growth than ever. As the internet comes from the era of Web1.0 to Web2.0, conventional users turn to be creators of website contents. Recently, the embryo model of Web3.0 was given by scholars around the world with multi-functions, like the 3D web, multi-format search engines, and multi-style window opening. On the other hand, from the consumption view point, the concept of luxury-brand consumption has become more mature and infiltrated to not only the middle-agers but the youngsters. Luxury-brand consumption has broken the hedges of different financial capabilities as well.
The study found that Web2.0 has brought a new model of e-commerce for the luxury-brand companies, and the functions of Web3.0 has the potential and possibility to fulfill luxury-brand consumers’ demands, especially for those who tend to shop on line. The convenience of Web3.0 brings unlimited business opportunities. However, luxury-brand websites still stay in the stage that provides only the services of Web1.0. The management of luxury-brand websites has met a contradiction that opportunities and threat happen simultaneously.
The research was aimed at two essential concepts: internet and luxury-brand consumption, and we have collected literatures of luxury-brand websites from domestic to abroad. The research analyzed the types of services provided by the top 10 luxury-brand websites in the world. Finally, the research constructed several dimensions for the questionnaire used in the study based on literature review, including the analyses of the top 10 luxury-brand websites.
The results of the questionnaire has shown that: 1) luxury-brand consumers are willing to surf the luxury-brand websites; 2) the function of luxury-brand websites that consumers care most is the information of merchandise; 3) millennium generation pays more attentions to the information of merchandise than baby boom generation; 4) women pay more attention to online shopping than men do; 5) luxury-brand consumers expect luxury-brand websites to offer advanced services such as online fitting room; 6) luxury-brand consumers suggest that luxury-brand websites offer online shopping services.
|
|---|
