| Summary: | 博士 === 國立臺灣科技大學 === 資訊管理系 === 104 === Women consumers are responsible a significant majority of all online retail purchases, both in terms of volume and total dollar amounts, yet little research has been devoted to provide an improved understanding of women’s e-shopping behavior and decision-making processes. We propose a theoretical model based on the Stimulus-Organism-Response (S-O-R) paradigm and heuristics theory to reveal how certain characteristics of online stores are related to online impulse buying behavior among women shoppers. The casual model was validated using structural equation modeling (SEM) techniques with a sample of 386 women with online shopping experience. The results indicate that product presentation and style advice are important factors that contribute to the shopper’s perception of esthetics and fashion trends, and time-limited sales promotions contribute greatly to perceived price advantage. Furthermore, perceived price advantage and perceived esthetics are the most significant factors in driving impulse buying, while perceived fashion trends appear to play a less direct role.
In addition, while firms have long employed celebrity endorsements as a key advertising strategy, more than 90% of online shoppers base their purchasing decisions on online reviews. For the reason, we integrated the AIDMA and AISAS models to provide further insight into how celebrity endorsements and customer recommendations influence the shopping behavior patterns of female consumers. A survey of 176 female shoppers revealed that search good (shoes) endorsed by a celebrity in an advertisement have a greater impact than online customer reviews in terms of consumer attention, desire, and action. However, online customer reviews were found to have a deeper impact than celebrity endorsements on participants’ attitudes towards memory, search and sharing toward the experience good (toner).
This is an industry who's primary customer base is female. Apparel retailers, department stores, discount stores and supermarkets all refer to their customers as “she”. This study discusses the implications of these findings and offers directions for future research. The findings can help guide the marketing decisions of B2C online marketers and retailers to maximize traffic and revenue.
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