| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === Recent years, internet is used as the major channel for shopping due to its dramatic growth. More and more companies try to explore the business opportunity by using internet to the purpose of sustainable development. Therefore, how to enhance the consumers’ willing by using online shopping network will be an important issue for the online sellers.
Luxury bags sell not only fashion, but also image, and status symbol is also high, so that attract many consumers to buy. But the price is high, so the perception of risk is relatively high.
This study, luxury bags study the subject, to investigate the amount brand image related products, the level of perceived risk will affect the purchase intention and pathways as a moderating variable.
In this study, brand image, perceived risk and purchase intention of the behavior framework. The study adopts Likert five-point scale as the data source of questionnaire, and 184 copies were valid, using SPSS analysis and hypothesis testing results in accordance with the literature review.
The results show that brand image is the positive effects on purchase intention, and perceived risk of negative impact. Channels do not moderating effect the brand image and perceived risk on purchase intention
This study suggests that the brand image is an important factor to attract consumers to buy, and whether it is physical or virtual paths, are required to reduce the perceived risk of consumers in order to enhance the purchase intention. Finally, in order to enhance consumer confidence, it must establish a complete service in virtual access.
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