The Study of Consumers'Purchasing Behavior in Multi-Channel－The Case of Female Underwear Industry
| Autor: | wei-tsung lee, 李威璁 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 As the Internet grows and becomes part of our lives, the popularity of online shopping changes the shopping models of the consumers, and various industries have also put into the virtual channel market, but no matter physical channel or virtual channel it is, what is that consumer really want, and what factors would affect the consumer to choose what the way to shop. The scholars Monsuwe (2004) in the study of product characteristics pointed out that when a consumer purchases different types of products will have different channel selection. This study focused on women''s underwear products. We want to research pathway characteristics, product characteristics and consumer characteristics and other variables, for the affection of female consumers to choose pathway when purchasing products. This study is to explore the lingerie products in channel characteristics, product characteristics and consumer characteristics and variables for a female consumer to choose pathway when purchasing a product. The object of this study aimed to investigate the female consumers who have the entity or multi-channel shopping experience. This research total issued 280 questionnaires, recycling 263 questionnaires, excluding 17 invalid questionnaires, obtaining 246 valid questionnaires, the overall effective recycling rate of 93% The findings of this study were : In the physical channel, Consumer emphasis on the pathway to provide the amount of product information and product categories, as well as perfect after-sales service. Thus, it is recommended that the industry must provide a more complete product information and type, and integrate service training for sales staff and maintain good interaction with the consumer. And in the virtual path, Consumer concerned about not only the amount of product information and product categories, but also the channel to provide the price discount. Therefore, it is recommended that the virtual retailers in addition to providing detailed product information and types should also increase the offer, promotional discounts to attract consumers. In addition, it was also found that consumers between the ages of 31 to 40 years old, the requirements for the selection of products were more than other ages; the consumer whose monthly income below NT＄30,000, put more emphasis on product prices. Therefore, the industry should also measure the different characteristics of the consumers which will affect the set of the target population. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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