| Exploring female consumers’ online shopping intention of main influence factors is the important premise to promote the development of women’s clothing electronic commerce, but it is lack of targeted research. With the E-commerce flourishing, improve the economic benefit and promote the development of the industry, especially the development of electronic commerce clothing. Women’s clothing is the main content of the clothing e-commerce. Promoting the development of the clothing e-commerce, researching the influence factors of women’s purchase intention, which is the starting point of this study.Based on the theory of S-O-R model, using the method of literature study, interview, questionnaire survey method, statistical analysis method, this study puts forward women’s main influence factors of consumers’ online shopping and the relations between them, and builds female consumers online shopping influence factor model, puts forward the research hypothesis, using the structural equation model, through the empirical study on women’s clothing are the main factors causing the consumer online shopping intention.At the Model creation stage, using literature research, summarized the related theory of consumer behavior model, in the women’s clothing websites, female consumers, on the basis of psychological research, combined with the expert interview, it finally get the theoretical basis of this study, and determine the main factors influencing women’s consumer online shopping intention, stimulus factors are credibility, website design, customer service, quality of clothing, clothing prices, the body factors are emotions and perceived risk, response factor is the willingness to buy. Using S-O-R model, it put forward the research hypothesis of the model, and finally puts forward women’s consumer online shopping intention in structural equation model of influencing factors of theoretical model. At the Research design stage, Using the questionnaire survey, the likert scale 7, refer to previous mature scale, questionnaire is designed, perfect after preliminary investigation questionnaire, determine the formal questionnaire, this study aimed at scientific sampling survey research content, according to the survey data, statistical analysis, this study assumes that the empirical analysis. At the empirical research stage, through statistical analysis, SPSS19.0 and AMOS17.0 are used to analyse the sample data and model.The Empirical study results is that, for women’s clothing consumption group, customer service on mood little impact; All the variables are directly or indirectly affect women’s consumer purchase intention.After analysising the results of the empirical, it is conclused:(1) This model has certain theory and practical application value, S-O-R model suitable for the study of women’s influence factor of consumer online shopping intention, provides a theoretical reference for the development of the clothing website, and reveals the female consumers online shopping intention main influence factors and their interaction relations;(2) The factor customer service has little effect on emotion, which is different from the traditional resale.(3) Women’s main influencing factors of consumer online shopping intention: credibility, website design, customer service, quality of clothing, clothing prices, different degree of influence of female consumers emotional response and risk awareness, through emotional response and risk perception, ultimately affect women’s consumer online shopping intention.Research conclusion is helpful to promote the development of women’s clothing e-commerce, guide women’s clothing enterprise from a deeper grasp of e-commerce. The paper takes female college students as the research object. Subject to the conditions of research time, cost, the research conclusion is not applicable to all groups, along with the development of the clothing e-commerce, stimulating factors on how to interact different consumer groups, remains to be further research. |
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