隨著科技日新月異，線上行銷工具推陳出新，千禧世代與Z世代族群的消費形態漸漸改變。禮服是一個分潤極高的市場，而消費者又非常捨得在自己一生一次的婚禮上花錢，根據市場研究機構Global Industry Analysts 2019年的預測美國禮服市場在2024年將超過73億美元。美國是全球最大經濟體，民間消費力道旺盛，電子商務增長的速度是整體零售產業的三倍，根據美國商務部資料，在2017年16%年率速度增長。傳統的零售百貨業者如今都必須擁有電子商務的機制，否則就有被淘汰的危機。但作為一個植根於傳統營銷模式的禮服產業該如何運用數位化的手段吸引未來的消費者，本研究以禮服作為奢侈品的產品特性，運用計劃行為理論（TPB）模型為基礎來探討禮服零售產業線上行銷的可適性。選擇美國地區的待嫁新娘或有禮服購買經驗的消費著為對象，並透過Survey Monkey平台投放網路問卷作為資料彙集樣本，運用多元線性迴歸(Multiple linear regression) 和因素分析（Factor Analysis）等統計方法驗算出的結果或許不完全反映線上行銷對購買意涵推薦有強烈正向的反應，論證禮服零售產業執行電子商務線上行銷仍存在些許挑戰有待成熟時機解決。

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