| Summary: | 碩士 === 國立臺灣科技大學 === 設計系 === 107 === As consumers' concept of clothing consumption gradually shifts from traditional material consumption to experience consumption. Consumers are not only pursuing products and services with high quality, but also experiences in the consumption process. This study, from the perspective of design, explores the limitations and opportunities that online information services apply to offline stores. It uses customer experience, satisfaction and behavioral intentions to understand how consumers feel when using products and clarifies the impact of online information services on consumers' decision- making stages by consumer decision-making process theory. Cooperating with women's clothing merchants to build experience prototypes, conducting experiments in physical stores, and collecting data by quantitative questionnaires, qualitative interviews and observations, this study summarizes the analysis results as follows: online information services can bring consumers better cognitive experience, in which emotional experience is the main factor affecting satisfaction, and Behaviors and lifestyle experience is the main factor affecting behavioral intention. Online information service as a new source of information in the store, so that consumers can access to information more independently and more conveniently. It provides richer and more detailed product information and ease of use in operation, which indeed helps consumers a lot in some stages of the decision- making process, where different types of consumers need different information, and the impact on the consumer decision-making process also occurs at different stages. This study believes that in the future application, we should consider the shopping environment and the interaction method in the store and cooperate with the easy-to-use user interface and the appropriate amount of information content. Finally, it is concluded that the value of this online information service can not only make customers evaluate the goods more efficiently, but also add new programs and find the right products for oneself to make more informed decisions.
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