Will The "buyer Show" Affect The Willingness To Shop Online?

Online sales of clothing has gradually become a new type of clothing marketing model.However,compared with the traditional marketing model,consumers can only obtain visual perception when they buy clothing online,and they cannot experience and touch clothing products in person.This has become a major obstacle to restricting the sales of clothing networks.As a remedy,on-line after-sales reviews are very important on the online platform for selling apparel.Other consumers' online reviews of products are the main channels for potential consumers to obtain product information,and they are also important influencing factors for online shopping decisions.Among them,reviews containing photographs or pictures(ie,"buyers")are becoming more and more important,and the visual information it conveys gives consumers a sense of seeing.At present,some online platform merchants also recognize the importance of consumer image reviews,and encourage consumers to positively evaluate the picture sharing they perform after purchasing a product.However,some consumers believe that due to various reasons,a considerable number of "buyers" show a detrimental effect on consumer desires.So,does the "buyer show" promote potential consumers' purchase intentions? What are the factors that influence the "buyer show"'s intention to purchase? This study adopts an experimental method to read female college students as subjects,determine the influence of "buyer show" on consumer's willingness to purchase self-use clothing,and the nature of reviews,consistency of "buyers show" and "seller show,negative body intentions.The role of such factors.Experiment 1 was designed to have a mixed experimental design of 3(commentary nature: good/medium/poor)×2(with or without “buyer show”: yes/no),and the dependent variable was the purchase intention level of the apparel product.The results show that the main effects of the two independent variables are significant,and the "buyer show" and the highly acclaimed goods trigger higher purchase intentions.In addition,the more negative self-consciousness of the body,the higher the willingness to purchase clothing items.Experiment 2 was designed as a 2("consistency degree of buyers" and "seller show" : higher degree of agreement/lower degree of consistency)x 3(commodity price: high/medium/low)in the design of the subjects,dependent variables The levelof willingness to buy clothing products for personal use.The results showed that the main effects of the degree of consistency between the “buyers' show” and the “buyers show” were significant.When the degree of agreement was high,the level of willingness of the respondents to buy was higher;the interaction between the degree of agreement and the price of goods was significant: the situation was high and low in consistency.Next,the subjects had higher purchase intentions for low-priced and mid-priced clothing.In addition,negative body intentions have a significant mediating effect on consistency and purchase intention.This study shows that:(1)"Buyer Show" promotes consumers' willingness to buy as a whole;(2)Consumers' purchase intention will be higher when "Buyer Show" is consistent with buyers' show,especially This is especially true for low-priced goods;(3)Negative body intentions play an intermediary role in the degree of agreement between the “buyer show” and the “seller show” and the purchase intention.