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THE DEVELOPMENT OF E-COMMERCE BUSINESS MODELS IN THE BAKING INDUSTRY: A CASE STUDY OF COMPANY J

Chun-Chen Huang

Dept. of Business Administration, Asia University, Taiwan

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Ho-Chien Lin*

Dept. of Business Administration, Asia University, Taiwan

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Abstract

In recent years, as modern consumers have increasingly emphasized quality of life, the baking industry has faced intense competition. Consumers have become more discerning, placing greater importance on taste, aroma, visual appeal, and overall sensory experience. This study aimed to examine the impact of brand image on consumer purchasing decisions in the baking industry. A qualitative research approach was adopted, incorporating in-depth interviews with bakery customers and an analysis of marketing strategies used by leading brands. The findings revealed that brand perception played a crucial role in shaping consumer purchase intentions. During the decision-making process, brand image served as a key determinant, particularly when consumers lacked direct product experience. In such cases, they relied on product-related cues and psychological cognition to guide their purchasing choices. A strong brand image not only fostered consumer trust but also facilitated market expansion and contributed to revenue growth. Additionally, the study found that well-established brands provided consumers with a sense of reliability, encouraging repeat purchases and long-term loyalty, the results indicated that a strong brand image conveyed product value, ensured quality assurance, and delivered superior after-sales service, distinguishing a product from its competitors. Based on these findings, it is recommended that bakeries invest in brand-building initiatives, such as consistent messaging, premium product offerings, and customer engagement strategies. Strengthening brand identity and enhancing consumer trust can ultimately help bakeries maintain a competitive edge in the market. 

Key Words: Business Model, Bakery Industry, E-Commerce Platform