DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5509

Title: Brand image and consumer purchasing behavior in online store Case study: shein thailand
Authors: Zhang Yuanyuan
Keywords: Online store
Brand image
Consumer Buying Behavior
Shein Thailand
Issue Date: 22-Aug-2023
Publisher: Bangkok University
Abstract: The purpose of this study is to understand the impact of the online store - Shein Thailand in terms of brand image and consumer purchasing behavior, in order to continuously improve customer service satisfaction and to improve its e-commerce services to meet consumer needs. This study draws on quantitative research methods. The sample comprised 441 consumers over 18 years old in Bangkok, Thailand, who have used Shein for shopping. These people are the survey objects in designing and issuing questionnaires. Finally, descriptive statistical analysis, correlation analysis and regression analysis were carried out on the data by SPSS, a professional statistical software program. And empirical verification was conducted on the relationship between online stores, brand image and consumers' purchase behavior intention. The brand image is enhanced by high-quality service at reasonable pricing and vigorous marketing. The improvement of brand image helps improve consumers' purchase intention and increase their purchase behavior. Finally, based on the conclusions drawn from the research, this paper puts forward the relevant improvement analysis of online stores, which has certain guiding significance for improving the product brand image, and for improving consumers' shopping satisfaction and brand loyalty.
Description: Independent Study(M.B.A)--Graduate School,Bangkok University,2020
Advisor(s): Sumana Theerakittikul
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5509
Appears in Collections:Independent Studies - Master
Independent Studies

Files in This Item:

File Description SizeFormat
Zhang_Yuan.pdf1.83 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback