Research On The Consumers' Purchase Intention To Fast Fashion Product In The Internet Advanced Sale

With the introduction and mature of online payment, credit services, third-party payment, shopping search and other online related business, Chinese Internet users gradually making online shopping as their main shopping channel. For the next few years, China's online shopping market will maintain a rapid growth trend. The online shopping platform is also in the process of escalation, the internet advanced sale is a new e-commerce form, and its prospect is even brighter. Fast fashion, as clothing and shoes occupied the largest proport ion of consumption in online shopping, accounted for 38.4%, while 75.6% of consumers have purchased such products experience. Although fast fashion on the network platform garments with a strong market, is still facing a very serious phenomenon of the overstock, one of the important reasons is that the positioning demand for fast fashion is not clear, the supply chain is not agile, can not cater to the individual needs of consumers. C2 C, B2 C is gradually coming into the mature state, the internet advanced sale is in the initial stage of C2 B e-commerce, fast fashion can rapidly have accumulation of dispersed single consumer demand in a short period through the network, businesses obtain central purchasing orders by flexible production, while access to advanc e funds to reduce pressure on the stock sales, and updates market demand forecast information based on the quantity of advanced sale in real time. consumers can order the product in advance to obtain higher sales promotions and avoid out risk in the normal selling season. Fast fashion is more and more competitive in the country, and its characteristic properties is coordinated with the internet advanced sale.The internet advanced sale as a new trading patterns, research on it at home and abroad is little, insufficient to meet needs of theory and practice. In this paper, we take fast fashion in the internet advanced sale as the research object, take S-O-R as the basis for the study. This study explores the influence of product factors, situational factors and emotional experience on consumers' purchase intention, combined consumer personal characteristics. Specifically, this model is as follows, product factors including product functional value, hedonic value, financial incentives and brand awareness, situat ional factors including information quality and credibility as the initial variables(S), emotional experience as a mediating variable(O), consumers' personal qualities including self-efficacy and time preference as the moderator, consumers' purchase intention as the dependent variable(R). This paper conducts research on the formation process of consumers' purchase intention under SOR model, and test and verify it through questionnaires and regression analysis.The results show that the hedonic value, financial incentives, brand awareness, information quality and credibility has a positive effect relationship between consumers' emotional experience; consumers' emotional experience plays the part of the mediating effect between the functional value and consumers purchase intention, play a full mediating effect between hedonic value, financial incentives, brand awareness,credibility and consumers' purchase intention; consumers' personal qualities, namely self-efficacy and time preferences play a positive regulatory effect between the emotional experience and consumers' purchase intention. The conclusions of this paper provides a useful reference for business to make better use of fast fashion in the internet advanced sale.