A Study of the Brand Image, Perceptual Quality, Perceptual Value and Willingness to Use of Online Shopping—A Case of K Bookstore E-Commerce Platform
| Autor: | LIN,HSIU-FEN, 林秀芬 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 "Internet" is a super-large network that connects all the computers in the world. It provides an interesting, open information exchange and a new communication model. All walks of life in the community use the "Internet" to build a framework. E-commerce platforms (PChome, yahoo, shrimp skin..) conduct online sales or services, and Online sales in the most direct way to engage with customers, helping companies to stand out from the competition in a competitive market, I would like to use the online questionnaire survey to explore the relationship between consumer appearance and brand image, perceived quality, perceived value and willingness to use the website. In this study, the five-point scale of Likert was used as the questionnaire data. For the consumers who had experience in using this shopping website, the survey sample was collected. This survey collected 147 online questionnaires and started the data. analysis, The following findings: 1.Different background variables have a brand image, perceived quality, perceived value, and willingness to use.There is a significant Disparity. 2.The behavior of use is significantly different from the willingness to use 3.The brand image is significantly positively correlated with perceived quality. 4.The brand image has a significant positive correlation with perceived value. 5.The brand image is significantly positively correlated with the willingness to use. 6.Perceptual quality has a significant positive correlation with perceived value. 7.Perceptual quality has a significant positive correlation with the willingness to use. 8.Perceptual value presents a significant positive correlation with the willingness to use. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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