| With the rapid development of E-commerce, more and more company is focusing in online market and regards it as an important channel. Garments merchandise stands a large amount of E-commerce and so as its sales amount. As usual, customers only focus on the price. Nowadays they require the quality and fitness more than usual which is a big challenge for the garments company.Not as standardized products, customers can’t only choose the clothes by experience. Different body type will affect the fitness so that customer needs to try it on and then make the right decision. Merchant try to solve this problem, such as providing the parameter of model’s figure and the product’s characteristics, using3D fitting system or providing the fitting chance to customer when the express send the products to them. But for many reason, these solution doesn’t obviously increase the successful purchasing rate.To solve this problem, the research set the purchase and refund decision in online market as object; body type and interface display method as variable factors to study and explore an operable way to increase the successful purchasing rate. The research will use different body type of model to display the garments and use words or picture to describe in order to make the online showing effect is more close to the real effect which can help the customer to make a right decision.The mainly objective of this research is to find a way to increase the successful purchasing rate. Considering of the mainly display method of online is picture and word; most favor way of merchant is use standard figure model to show on the clothes and figure factors will greatly affected the apparel which may finally influence the final result of purchasing. This study applies4*2design and processes in the really online environment. Survey and experiment are the main study method and choose80subjects to participate. It draws the conclusion that1) different interface display factors, displaying model body type, visual effects and the realistic of display effect will affects the purchase decision.2) Displaying model body type, real effects and the realistic of display effect will affect the refund decision. According to this conclusion, merchandise needs to improve the specific area to increase the purchasing rate and decrease the refund rate in order to increase the successful purchasing rate to greatest extent. |
