The Research On The Influence Of Garment Product Description On Consumers' Online Shopping Inten

Along with the rapid development of online shopping,clothing has become an important product of online shopping and has a huge potential for development,clothing online shoppinghas an important impact on clothing marketing and consumption patterns,at the same time,consumershas increasing demands for network services,the simple product description can not meet the consumer demands for clothing information,consumers need a more objective,comprehensive,visualize description to realize clothing products.According to the market research,there are significant differences between product description content and consumer demand in different categories of garments.General clothing research is not objective.Therefore,taking the down jacket which has the highest purchasing frequency in winter as the case to find the research method and ideas and determine the influence factors of product description on online shopping,at the meanwhile,provide references for future generations to do the relevant research and business marketing strategies.Through the analysis of relevant research results at home and abroad,combined with the technology acceptance model?TAM?to establish the based model and scale of the product description effect on online shopping intention.Take women's down jacket as the case,Formatting the women's down jacket's specific scale and questionnaire by researching shopping sites at home and related consumer crowd,Aiming at two typical consumer crowd of female college students and 25 to 35 working women in Hangzhou to launch the investigation By survey data analysis we make the following conclusion:Against the women's down jacket,the female college students and 25 to 35 working women have different feelings by searching four types of product description.?1?The most suitable product description type for female college students is Experience trying and 25 to 35 working women is importing information,Corresponding to the online shopping intention regression equation were:Y₁=1.569+0.627X₁+0.470X₂+0.539X₄+0.119X₈+0.404X₉₊0.207X₁₀;Y₂=3.019+0.609X₁+0.398 X₂+0.570 X₃+0.342 X₆+0.488 X₉(Y₁ means the online shopping intention of female college students on experience trying;Y₂ means means the online shopping intention of 25 to 35 years old working women on importing information,Y₁,Y₂value is larger,the purchase intention isstronger;X₁ means the material perceived risk;X₂ means the comfort perceived risk;X₃ means the process perceived risk;X₄ means the suitability perceived risk;X₆ means the color fastness perceived risk X₈ means color matching perceived risk;X₉ means usefulness perceived interest;X₁₀0 means usability perceived interest).?2?the material perceived risk are the primary decisive factors of female college students and 25 to 35 working women down jacket online shopping intention of Besides,the suitability perceived risk and the comfort perceived risk are the secondary determinants for female students online shopping intention;the process perceived risk and the usefulness perceived interest are the secondary determinants for 25 to 35 working women online shopping intention.Two types of consumer groups are most concerned about down jacket product description is down quality,lightness,warmth retaining and mastering the product information;in addition,female students are more concerned about the version type,color assortment,convenience;25 to 35 working women are more concerned about down health,workmanship and color fastness degree.