購物網站行銷策略對消費者品牌忠誠度及購買意願之影響

The marketing strategies for shopping website: the impact on consumer brand loyalty and purchase intention

資訊科技的進步，網際網路已深入人們的日常生活當中，使得網路購物的需求日益增加。由於網路商店購物的遠距特性，消費者無法看到實體的產品，亦提高了購物的風險，有必要針對目前網路購物使用者對購物網站的行銷策略的看法，以及其在購買過程中對購物網站的品牌忠誠度及購買意願的認知進行了解。研究結果發現各人口統計變項對購物網站之行銷策略、品牌忠誠度及購買意願是具有顯著性的影響；此外，亦發現（1）購物網站之行銷策略對使用者的品牌忠誠度及（2）購物網站之品牌忠誠度對使用者的購買意願，此兩項目是具有正向的影響性在，此結果將可做為購物網站對於研究所提相關構面之規劃與參考的方向。

The internet has penetrated people’s daily life through advanced information technology, thus the demand for online shopping is increasing. The online shopping has a long-distance characteristic. Customers can not see the physical product, and then it raises the risk of shopping. It is necessary to understand the customers’ opinions about marketing strategies of shopping website, brand loyalty and purchase intention in their purchase processes. The results found that each of the demographics has a significant influence on marketing strategies of shopping website, brand loyalty, and purchase intention. In addition, marketing strategies of shopping website has a significantly positive influence on brand loyalty and brand loyalty of shopping website also has a significantly positive influence on consumers’ purchase intention. These could be used as a reference for shopping website in the future plan and resolution of problems.