A Study on Consumer Behavior and Online Purchase Decisions of Luxury Brands
| Autor: | Hsueh-Hui Lin, 林雪惠 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The jewelry industry rose in the 1960s, and initially consisted of traditional jewelry stores in early times. With the fast development of the internet, the way of trading between consumer and business owner has changed from face-to-face to on-line shopping. However, the jewelry industry is still mostly based on physical channels. For the process of adopting e-commerce, this study explores the characteristics of consumers and develops the strategies of product combination. The sample of this study encompasses the consumers in Taipei City and New Taipei City. The results show that if the jewelry industry wants to develop e-commerce in the future, the target groups are more than the ages of 43, being the supervisor or CEO, and the monthly average income is more than NT 90,000. Besides, the jewelry industry can also sell the stylish and durable products on the internet. Even though there are still many consumers who are unwilling to buy the product from the internet, the jewelry industry can still enhance the purchase intentions by selling low price products and marketing the information of high price products on the internet. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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