Qualitative Comparative Analysis Of The Factors Influencing Clothing Shopper’ Purchase Willingness

With the advent of the Internet economy era, the way people conduct economic activity has undergone a drastic transformation, production, consumption and other processes are increasingly information technology, in this context, the network consumption in our country is developing rapidly. Compared with the traditional shopping patterns, network consumption has affordable, abundant products, buy convenient, home delivery, etc., and gradually become a resident of major consumption, and a profound impact on people’s lives. In the initial stages of development of online shopping, electric and commercial enterprises in order to promote consumer willingness to buy, commonly used low-cost promotional way. However, as competition intensifies and consumers become more rational, low-cost promotional became feasible. Consumers in the shopping process has become increasingly focused on services provided by commercial enterprises as well as the risks faced by the shopping process.Study on Factors Influencing Purchase Intention network has attracted widespread attention, combing previous studies found that scholars research ideas are first assumed that factors influencing willingness to buy has a positive or negative effect, and then use regression analysis or structural equation model to test the hypothesis. Although the model contains multiple factors, but the factors are juxtaposed and independent arguments. Generate consumer willingness to buy is linear sum of these factors results. This research ideas assume that every argument has the ability to generate independent effect on the dependent variable, and has nothing to do with the role of other variables. But generating consumer willingness to buy is the result of multiple factors working together, rather than the result of individual factors. Previous studies only concerned about the impact of individual factors on purchase intention, how to work together on a number of factors in buying interest still lack depth. So further study the role of various factors influence on purchase intention has important theoretical and practical significance.Based on configuration theory, mainly trying to address the following three questions:(1) What are the factors that may affect network willingness to buy?(2) product quality, service quality, the purchase cost, the purchase of these four risk factors together how to act on consumer willingness to buy? Cause Network willingness to buy what the combination of factors that occur?(3) a combination of individual factors is how to have an effect.This paper selects the largest online sales of apparel products for the study. By purchasing willingness factors relevant literature to sort out and summarize, extract the four key factors(product quality, service quality, purchase costs and purchase risk. Factors role model by combing the literature, combining theory and configure customer delivered value theory to construct these four factors on consumer willingness to buy influence theoretical model. This study using literature study, questionnaire, statistical analysis, qualitative comparative analysis and other methods to carry out research work. First, access to data through the pre-study and formal large sample survey. Secondly, the use of qualitative comparative analysis to explore the product quality, service quality, the purchase cost, purchase risk how these four factors together in the purchase intention; the establishment of structural equation modeling to examine product quality, service quality, the purchase cost, purchase risk to consumers purchase intention of acting alone. Finally, two kinds of methods to compare the conclusions, test hypotheses and models.After the empirical analysis to obtain the following three conclusions: first, generating online consumer willingness to buy is product quality, service quality, the results of the purchase cost and the risk of joint action to purchase, rather than a single factor in the results of an independent role. Second, the use of qualitative comparative analysis identified three kinds of online consumer purchase intentions can lead to a combination of reasons: a good quality of service low purchase cost; low to buy high purchase cost risk; good quality high buy low purchase cost risk. Third, the impact of various factors on the willingness to buy depends on how it work together with other factors.According to the study recommends the following conclusions:(1) improve the network in the process of consumer willingness to buy, relying solely on high-quality products and reasonable pricing are not sufficient to maintain sustainable competitive advantage in the marketplace. Business enterprise should be consumer-centric, the establishment of service competitive advantage;(2) When the high purchase cost, reduce risk is to purchase the necessary means;(3) business enterprise should be transferred to the "price war" to "the value of war" increase perceived value for consumers.Innovation of this paper include:(1) based on the configuration theory, multiple factors working together affect on purchase intention(2) the application of the factors leading to consumer willingness to buy a combination of qualitative comparative analysis method based on fuzzy sets(3) Qualitative Comparative analysis of structural equation modeling results compared.