| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 104 === In recent years, fast fashion has spung up in the world. Foreign chain budget cothing are popular around the world . Moreover, due to the rise of social networking sites, there are an increasing numbers of companies using Facebook fan page to cultimate consumer loyalty and build up brand reputation. Facebook fan page is considered to be an useful way to promote companies’ products. Therefore, the purpose of this study is to explore whether Facebook fan page has impact on purchase intention for foreign chain budget clothing.
The study uses EKB consumer behavior model as the framework to analyze the difference from the demograpahic characteristics of the college students in Taipei city to the information sources, buying motives, Facebook fan page operation. Besides, this study also analyzes the impact of the Facebook fan page on consumer purchase intention for foreign chain budget clothing. The study uses four dimensions to evaluate the effect of Facebook fan page, including information practicality, ease of using, event entertainment and social interaction.
The study has been collected 393 valid questionnaires to carry out statistic analysis. According to the results, this study shows that all four Facebook fan page evaluate dimensions have positive impact on consumer’s purchase intention for foreign chain budget clothing. Based on the findings above, the study provides some marketing suggestions for the related industry of foreign chain budget clothing.
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