| The empirical study aims at finding out the factors which influence young people’s decision of buying clothes on line, the different affecting degree and whether different types of consumers have different behavior concerning buying clothes online.The study focuses on young people’s decision of clothes online consumption rather than all the online shopping behavior, which provides theoretical support for the sellers online to develop better marketing strategy.The study bases on the combination of theoretical research and practical research. Literature reviews come from three areas, which are consumer behavior, consumer online consumption behavior, consumer behavior on buying clothes online. The research model is raised based on TAM model, adding four new variables which are consumer orientation, innovation, network clothing consumption experience and perceived risk. Perceived risk covers four aspects which are sellers’credit risk online, uncertainty risk, pay safety risk and personal information disclosure risk. The new model covers eight variables in total which are consumer orientation, innovation, network clothing consumption experience, perceived risk, perceived usefulness, perceived ease of use, consumer intention and consumer behavior.184 valid samples are collected trough questionnaires. Structural Equation Modeling (EMS) and mathematical statistics analysis through SPSS are used.Some conclusions are made as follows. Young people’s buying clothes online is influenced directly by consumer intention, and consumer intention is influenced directly by perceived usefulness and perceived ease of use. Innovation, network clothing consumption experience are the three variables which influence perceived usefulness and perceived ease of use. Consumer orientation has nothing to do with the other variables.There is no significant difference in consumers’buying clothes online between different gender customers who have different education background, have different income. |
PDF Full Text Request