Research On Factors Affecting Consumer Trust In Apparel Net Buys

Through more than ten years development,China's on-line buys of apparel steps into an outbreaking growth,Clothing & Accessories have becoming the first big kind of on-line shopping goods.More and more fashion brands see the large market potential, join in the construction of network channels.This paper attempts to identify the effect factors of apparel on-line shopping,which included both B2C and C2C,from consumers'perspective. We carry out the empirical study on the survey of hundreds of apparel on-line shopping consumers, mainly from Beijing.The data was analysed by SPSS 16.0 version,reach conclusions as follows:(1)Seller characteristics, e-commerce platform function attributes and third-party guarantee have existence obvious relationship with the general trust, in which e-commerce platform function attributes the maximum impact, third-party guarantee secondly.(2)Different clothing category may lead to differences in general trust.(3)As to two dimensions of on-line shopping trust, seller characteristics have influence in both emotional trust and cognitive trust, but e-commerce platform function attributes and third-party guarantee's influence in emotional trust and cognitive trust effects were not obvious.