Brand image and consumer purchasing behavior in online store Case study: shein thailand

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.