| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 107 === With the popularity of mobile devices, and the fast development of internet, before purchase people often Browse comments on the web, according to the report of Bazaarvoice that is a digital marketing company of the united states, it found out that there are 82% smart phone user gather information by their phones on purchases.
According to department of statistics of Ministry of Economic Affairs, R.O.C. In recent years, many foreign fashion apparel companies have come to Taiwan expanded business, including ZARA, H&M, UNIQLO, etc., which have made the Taiwan apparel retail industry grow. In 2017, the retail sales of fabrics and apparel products was NT$286.3 billion, set a new high for recent year. This research focused on UNIQLO, an international fashion brand that expanded business to Taiwan in the early, and to observe how e-WOM influence purchase intention.
According to previous researches, e-WOM influence brand image, and then influence purchase intention. This research added customer satisfaction and customer loyalty after literature review, and conducted data by online survey, there are totally 325 respondents, and this study takes SEM (Structural Equations Model) as the major analytic method. This study would like to prove e-WON has influence to purchase intention, and provide brand operators and E-commerce related industries as a reference for marketing strategies.
|
|---|
