The Research Of Effect On The Clothing Online Shopping Behavior Of Trust Factors

The continuous development of the global Internet so that consumers have a newshopping channels, that is, online shopping, to a certain extent replaced the traditional way ofshopping. According to the2010survey of online shopping: compared to2008, clothing, theamount of online shopping as an important category of net purchases of goods, there has beengreatly improved about the amount of online transactions, it is the Internet’s best-sellingcategories of goods. In addition, according to the CNNIC survey, the largest componentgroups of Internet users are students, accounting for28.8%of all Internet users, we can saythat college students online shopping an absolute force. Not many studies on consumer groupsonline for college students to buy clothing behavior, the influencing factors on the behavior ofthe more rare. Therefore, I focus on the trust factor of buying behavior of consumer apparelnetwork of college students.Measured through interviews, questionnaires early, in the form of a formal investigation,the author conducted a survey of300college students, to collect the relevant data. SPSSsoftware of data input by the factor analysis extracted seven clothing online shoppingbehavior of college students consumers trust a greater impact factors from the32measurement terms, respectively, to buy clothing online to save time and energy; clothing onthe network is cost-effective; online retailers to provide more accurate and clear fashiondetails of the plan; good seller communication; sellers high degree of credibility; otherapparel shoppers provide seller credit evaluation higher and Web sites with high visibility.Also, according to the correlation between the results of the analysis can be drawn thefollowing conclusions:(1)there is a strong positive correlation between perceived risk factorspersonal trust and Students’ clothing online shopping behavior;(2) personal trust factor in theperceived usefulness, trust tendency, sellers trust the seller credibility factors, productinformation and site trust factor in site security, legal environment and the Students’ clothingonline shopping behavior have a moderate positive correlation;(3) the seller in the trust factorsellers to communicate, there is a strong positive correlation between website trust factors in web site reputation and college students clothing online shopping behavior. At the same time,through the analysis of the differences can be seen, college students female consumers andmale consumers there are significant differences, either from the concern of the clothing site,clothing online shopping experience or future purchase intentions, the data show that femaleconsumers to be significantly higher than male consumers.This combination of college students to buy clothing, networks, trust factors conductedstudy and fill the lack of research in this area also has some practical significance for studentsconsumer online dealers.