Research On Factors That Effect On Consumer's Intentions About Online Clothes Shopping Under The B2C Model

The thesis use the TAM(short for Technology Acceptance Model)in the E Commerce ,in order to build up a platform about the consumers'intentions when they involving in online shopping ,which is influenced by B2C model and besides ,and raises relative assumptions .The thesis gives questionnaire to the consumers of VANCL as an object to get information about the opinions and attitudes on online clothing shopping. Through analyze these date by SPPA software; we can get these data's influence and the way they take effects.The paper draws following conclusions after confirming assumptions.1. The scale of consumer's intention about online clothes shopping owns excellent validity and reliability, which can be used in the research of online clothes shopping.2. Establishing three regressive equations on the result of regressive analyze ,we get the relationship of perceptible serviceable and perceptible usability,and the intention about online shopping ,and mutual influence relationship between the element of perceptible serviceable and the element of perceptible usability3. Modified the theoretic model according to the regressive equations and hypothesis testing, which can build up a pattern that influence consumers'intentions when they are doing online shopping under the B2C model.