在網路商店林立的時代，了解消費者的購物行為並使其購買成為網路賣家的主要課題。網購 時，消費者未能接觸實體產品，只能經由照片及資料來決定是否購買，消費者會傾向選擇熟 悉且信任的網路品牌。品牌不但是消費者決定購買的關鍵，亦是傳遞企業形象以及產品價值 的媒介。本研究以網路服飾品牌「OB嚴選」為例，以其消費者為研究對象，藉由問卷之發放， 研究其「品牌」與「網站設計」在消費者心中的感知。而研究結果顯示，「OB嚴選」品牌在 消費者心中具有良好的形象，意指商品種類多樣化、提供的服飾尺寸範圍較廣、商品風格實 穿且好搭配及價格平易近人；此品牌在網路廣告能見度高；在消費者瀏覽網頁時，該網站能 提供許多協助；消費者對於品牌的服飾感到滿意且願意持續購買。可惜的是「OB嚴選」品牌 的服飾風格卻沒有一個明顯的定位。建議可先設定服飾主題風格，再按照主題風格分類，提 升消費者瀏覽商品的效率，也可以透過「副牌」的方式，將特定主題風格之服飾歸類在品牌 中，強化消費者的品牌形象印象。

While the numbers of online stores are prosperously growing, understanding consumer shopping behavior and persuading them to purchase have been important goals for online retailers. In the virtual marketing environment, consumers are not able to touch texture of products, and they make purchase decision depending on pictures and information posted by online retailers. Thus, consumers tend to choose products with brand names that they are familiar with and they trust. “Brand” is the key factor affecting purchase decision and is the mean delivering company image and product value. The purpose of this study is to investigate brand image of the online apparel store, Obdesign. Indeed, this study recruited the group of participants who ever shopped and bought apparel products from Obdesign and surveyed their perception on brand image and design of web-store layout. Results showed that the participants felt this online store carried an outstanding brand image in terms of various product assortments with wide range of sizes and easily coordinating styles at affordable prices; its advertising often raises awareness; it provided aids in selecting apparel as customers read webpage; customers were satisfied with its products and willing to come back. However, its apparel products were not well positioned. Results suggest that Obdesign needs to establish themes, create collection for each theme, and design store layout for each theme. Design store layout for each theme could enhance reading efficiency. Otherwise, it also could establish themes under secondary lines to enhance brand image upon consumers5 perception.