Study On How Goods Description Effect Perceived Value In Online Apparel Purchaising

Based on the analysis of the perceived value theory and goods description theory, as well as the summary of goods description in apparel shopping website, proposed four main description types: technology-oriented description, comprehensive description, emotional description and experience description, build the theoretical model how goods description affect on the perceived value, developed the scale to measure perceived value in online apparel purchasing, used experiment to compare the influence four description type on the three dimensions of perceived value, the product value, emotional value, social value.Finally come to following conclusions: (1) four main description types have a significant effect on perceived value; (2) comprehensive description is the best way to enhance perceived value; (3)there are significant differences on perceived value in consumers who have different jobs and website apparel purchasing histories.