Exploring the relationship between the online clothing store website design and the consumer purchase intention from the perspective of experience

• Main Authors: LO, LING-HSUAN, 羅苓瑄
• Other Authors: Hsu, Tsuen-Ho
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tsgvrd

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === The online shopping e-commerce platform has experienced explosive growth for more than a decade, and the trend of consumers conducting business transactions through the Internet has increased significantly, making the e-commerce industry more prevalent. The purpose of this study is to explore the relevance of website experience design, experience value, trust and purchase intention. Take the domestic online clothing store website as an example to explore the impact of website experience design on experience value, trust, and experience value; and explore experience value and trust have mediation effect on purchase intention. A total of 216 valid questionnaires were collected in this study, and regression analysis was used to verify the relevant studies. Research results: (1) website experience design will positively affect the value of experience; (2) website experience design will positively affect the degree of trust; (3) experience value will positively affect purchase intention; (4) trust level will positively affect purchase intention, and "Web Experience Design" will have a positive impact on "purchase of purchase". Based on the above research results, the following suggestions are given: If the online clothing store can bring fashion trends, the model actually wears the photos and works with the appropriate layout color and fonts to convey the beauty to touch the consumer's purchase. Desire can increase the consumers’ experience; in addition to aesthetics, consumers pay attention to whether the trading environment of the shopping website is safe, and the design element that mainly affects the trust level of the online clothing store is the ease of use in the experience design. Properly categorized and designed to conform to the user interface, so that consumers can have a good experience of perception and trust, as well as their purchase intention. Those interested in operating online clothing stores should focus on the two aspects of the aesthetic design and trust of the website, attracting consumers' attention and increasing consumers' purchase intention.