The Study of Consumer’s Shopping Willingness Towards Internet Private Brand—Case Study of PayEasy

• Main Authors: Pei-Yu Hung, 洪珮瑜
• Other Authors: Luarn Pin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/37021730729509436766

碩士 === 國立臺灣科技大學 === 科技管理所 === 98 === In recent years, the private brand has become a global trend as consumers are gradually improve their purchase intention on the basis of private brand; with the advent of online shopping, the product of private brand is not limited sold in physical stores, such as discount stores, convenience stores and drug and cosmetic shops. Instead, with more and more virtual store rise, the current largest shopping center is PayEasy. However, based on different consumption patterns and environment, consumer will decide the private own brand of internet is better than physical store or not. Therefore, this study refers to a few of scholars delving into the related literature of private own brand and summarize the most common shopping factors to explore online private own brand for consumer intention.Because the private brand of internet is not popular as expected, the study tends to adopt the case of PayEasy as conducted research. According to study result, consumers have the same shopping intention between internet and physical store with respect to PayEasy, rather than word-to-mouth influence, which is a positive news for product brand; As for another issue of too many beautiful website designs, information, or picture, which may affect consumer to buy directly, a bundle of scholars suggest to refer to related recommendation of study, enhancing consumer purchase willingness.