| Apparel online retail market has increased dramatically, reaching to 162 billion RMB during 2010. Refer to the amount of transaction, the percentage of apparel online retail is 31.8%. There are mainly three retail modes recently:B2C with traditional brick and mortar store, B2C has its own brand but was born in online and C2C. They have gradually been the top three modes in apparel online retail market. But which one can eventually manipulate the whole market lies in who pay more attention on the consumer and the product. The consumer is the key of apparel online retail marketing, the product is the principal part of the online shopping which affect the sales of the online store. The objective of the paper is to study the factors that affect the online shopper's purchase intentions and the relationships between each other in the vision of product based on S-O-R model. Moreover, the paper also examined the diversity of the consumers'emotional and cognitive factor, purchase intention under different context.The factors that influencing purchase intention in this study were devided into three parts:consumer characteristics, product characteristics, web site retailer's characteristics through the literature research. Since this study was based on the S-O-R model, the brand and promotion from product characteristics and product information from web site retailer's characteristics were selected as stimuli(S), the consumer characteristics were selected as organism(O), purchase intention was selected as response(R). The model of effects on apparel online purchase intention was created with the selected S, O, R. After the scales for the depended factors(emotion, perceived value, perceived information, perceived risk, purchase intention) were designed and the experiment work flow was optimazated, an experiment with 2(well known versus unknown brand name)×2(promotion versus no promotion)×2(high versus low product info.) between-subjects factorial design was conducted to examine the diversity of the consumers' emotional and cognitive factor, purchase intention in different context.268 valid data were collected, and the data's quality was tested with reliability analysis, validity analysis and factor analysis.11 hypotheses was tested with AMOS17.0 and SPSS18.0, the interactive relationship between brand, promotion and product info was also dicussed. The main conclutions are stated as following:1) Emotion has positive effects on perveived value, perceived info. and purchase intention.2) Perceived value, perceived info, and perceived risk all positively influence purchase intention; Perceived value and perceived info, are negatively influence perceived risk.3) Except for all the above, the new path was created by AMOS, that is, perceived info, has a positive effect on perceived value.4) Promotion has a positive effect on perceived value, product info has a positive effect on perceived info., but brand name has no positive effect on perveived value and risk. Promotion X product info, and product info. X brand in different level have significant differences on purchase intention.The result of the study may help the apparel online retailers to figure out the customers' internal cognitive factors and decision-making procedure, realize how important it is to lift consumers' emotion. What's more, the conclusion of the study was used to explain the reason why C2C can have a place in online retail market and B2C emerging from internet could developed so fast, whether the brand advantage of B2C with traditional brick and mortar store can play a role in sales of online shopping. Hope all these above can provide a little help in making business strategies for the online retailers. |
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