| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班運輸物流組 === 98 === This research is studied with the purchased satisfaction and the loyalty of brand from the virtual channel to the consumer--taking the consumer of luxury watches as a hypothesis.The main purpose of this research is discussed that generating satisfaction and brand loyalty whether because of the brand rise to the confidence of demographic of consumers,when buying luxury watches in virtual channel.
This research is based on the simplified model proposed by Howard and Sheth as a framework , and the behavior pattern of the customers who shop through virtual distribution to discuss the satisfaction degree and brand loyalty to the distribution. By utilizing the questionnaire survey, there were total 408 effective questionnaires. We test our hypothses by Chi-square Test、Variance Analysis and Regression Analysis.
The findings from this research are as below: (1)There is a difference from the shopping recognition among the different consumers in virtual channel. (2) There is a difference among the different consumers in the shopping motivation. (3)There is a difference in the shopping attitude among different consumers in the virtual channel. (4)The satisfaction of the channel can influence of the brand loyalty channel positively. Lastly, this research also gives the virtual channel the suggestion on practice and the future direction of research.
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