The Influence Of Online Store Image On Consumer Intention To Purchase Clothing Online

Since 1990 s, online shopping has become one of important way of shopping with the rapid development of network information technology and the popularization of network. It has been widely recognized that store image has significant positive influence on consumer purchase intention in traditional entity clothing store. But in online virtual clothing store, whether this rule applies to remains to be studied. Therefore, this paper studies the influence mechanism of online clothing store image on consumer intention to purchase clothing online based on network environment.This paper analyzes the relevant theories of store image, consumer perceived risk, trust and online shopping intention on the basis of referring to a large number of relevant literature, puts forward that clothing online store image consist s of six dimensions: web image, product image, promotion image, service image, security image and credibility image. Based on S-O-R model, build relationship model between each dimension of online clothing store image, consumer perceived risk, consumer trust and online shopping intention, and put forward the corresponding relationship hypothesis about them.This paper carries on questionnaire survey of consumer with experience of purchasing clothing online in B2 C platform combining the method of online and offline and collects 275 valid questionnaire. Use EXC EL to deal with the data of valid questionnaire, then use the SPSS 20.0 to make descriptive statistics analysis, reliability analysis and validity analysis, use AMOS 21.0 software to build a structural equation model to analyze the path relationship and verify the relationship hypothesis proposed in this paper. Through the analysis, get the following conclusions:(1) Online clothing store image can be made up of six dimensions. They are web image, product image, promotion image, service image, security image and credibility image.(2) In terms of clothing online store image all dimensions, the dimensions having significant positive influence of consumer online shopping intention directly include product image, service image and security image, and product image has the largest direct influence, followed b y security image and service image. Web image, promotion image and credibility image have no significant direct influence on consumer online shopping intention, but service image, security image and them can have significant positive influence of consumer online shopping intention indirectly with the help of consumer perceived risk or consumer trust.(3) Consumer perceived risk has significant negative influence on consumer online shopping intention directly, but its direct influence on consumer trust is not significant. The direct influence of consumer trust on consumer online shopping intention is significant and positive.(4) Consumer perceived risk plays a mediating role in the relationships between online clothing store’s web image, promotion image, service image, credibility image and consumer online shopping intention. Consumer trust plays a mediating role in the relationships between online clothing store’s security image, service image, promotion image, web image and consumer online shopping intention.According to the research conclusions, this paper puts forward relevant strategies to enhance consumer intention to purchase clothing online from product image, security image, credibility image, web image, promotion image and service image of online store.