| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 101 === In Taiwan network shopping market, it has many homogeneous brands in low price clothing. How in this multitudinous competitor to display own superiority, for consumers, In addition to considering the price of the product, on the other hand there is a high degree of brand awareness and image. Due to the literature, this research, analyzed three kinds style of low price brand clothing website to carry on the investigation. First, this study quantifies the questionnaire to investigate Internet consumers. Then after the filling in of the questionnaires, the high involvement and low involvement concepts are filtered out through in-depth interviews of consumers.
The findings present that different websites' visual style will have different effects to the brand knowledge. To increase brand awareness, we recommend enhancing the website's style regarding 'exotic lady' style clothing brands, which is more in line with the overall style and the most acceptable by the public. To increase brand image symbolism, we recommend enhancing the website style regarding 'exotic personality' style clothing brands. Unique image style can make consumers feel the brand's distinctiveness and selecting this style can convey the unique style of the clothing. Consumers feel that 'Taiwan’s casual style' give people a comfortable feeling, and therefore attracting them to buy casual home clothes. Having a good knowledge of the consumer brand perception and attitude will be advantageous for companies because brand knowledge can influence and predict consumer demand for the brand, thereby affecting the purchase intention. Finally no significant effect was seen on the purchase intention based on the website design. This highlights that the visual design style does not directly affect the consumers' 'willingness to buy.' Therefore, website visual design cannot directly affect purchase intention. However, brand knowledge shows an effect to the consumers' purchase intention.
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