DISCUSSING THE EFFECTS OF ONLINE STORE IMAGE ON CUSTOMERS’ PERCEIVED VALUE BASED ON STATISTICS EDUCATION
Department of Distribution Management, Shu-Te University,
To enhance consumer competition, product advertising is regarded as the first choice. Nevertheless, the advertisement of each online shop is about the same that online stores have to apply statistics education, extract problem-related and meaningful information from diversified information, and further analyze and understand consumer needs and perceived value to estimate the constructed store image. The statistics education therefore becomes extremely important for online stores. Consumers of Yahoo! Super Mall, as the research subjects in this study, are distributed 300 copies of questionnaire. Deducting invalid and incomplete ones, 238 valid copies are retrieved, with the retrieval rate 79%. The research results conclude the significant correlations between 1.store image and perceived value, 2.statistics education and store image, and 3.statistics education and perceived value as well as 4.the moderating effect of statistics education on store image towards perceived value. According to the research results, suggestions are proposed, expecting to essentially assist online stores in the sustained-yield management.
Keywords: online stores, store image, perceived value, statistics education