Study On Women College Students’ Online Shopping Intention In The Product Description Of Sweater

Nowadays,as a new way of shopping,online sales has been accepted by most consumers.Clothing products,especially women’s clothing,play an important role in online shopping.However,compared with traditional clothing sales,there are still some disadvantages.Online sales of clothing can only let consumers know through text description and picture display The performance of this clothing,the real effect of its wearing,the comfort of the fabric,whether the color is easy to match,whether there will be color difference and other issues will increase the perceived risk of consumers and reduce the perceived value of consumers.Therefore,the degree of perceived risk and perceived value of clothing performance directly affects consumers’ purchase intention.At the same time,as a special consumer group,female college students have strong ability to accept new things and rich experience in online shopping,which has played an important role in women’s online sales.However,due to lack of income and relatively more free time,when selecting women’s clothing,they will focus on product description to select products with good quality and low price,so online businesses want to occupy a favorable position in online shopping platform,Efforts must be made to provide more detailed,comprehensive,objective and image product descriptions to attract consumers.Early research found that female college students pay different attention to the product description of different types of clothing.Through the collection of questionnaires,a sweater product with the highest purchase frequency of female college students was selected as the research,to explore the practical significance of sweater product description on the purchase intention of female college students,and to provide a reference for online shopping sellers.According to the relevant literature and market research at home and abroad,this paper summarizes the three most typical product description types on the current online shopping platform,which are all-round intimate description type,emotional introduction type and try on sharing type.At the same time,according to the previous experience and the characteristics of sweater products,the perceived risk factors and perceived trust factors that affect the purchase intention of female college students are summarized.The perceived risk factors are divided into perceived quality(fabric performance,comfort and sewing process),perceived suitability(fit and accompaniment)and perceived color(color difference,color fastness and color matching).The perceived value factors are divided into Emotional valueand social value;explore the influence of the above factors on the purchase intention of female college students in different types of sweater product descriptions,establish the influencing factor model,establish the basic scale through communication and interview with female college students,design the content of the questionnaire,carry out pre survey,modify the information of the questionnaire,officially issue the questionnaire,and use the offline two ways to summarize the questionnaire information with S Pss24.0 software is analyzed and the following conclusions are drawn:First of all,through reliability analysis,validity analysis and factor analysis,it is found that there are significant differences between the factors of perceived risk and perceived value,and the questionnaire information is meaningful,which is worth further in-depth analysis;then,in the analysis of variance,it is found that in addition to sewing technology and color matching,other factors have significant differences under different product descriptions,which indicates that female college students buy Sweaters online Generally speaking,there are different degrees of perceived risks and perceived values for product description.Through mean value analysis and LSD test analysis,it is concluded that the most popular sweater product description for female college students is all-round intimate description type,followed by emotional introduction type and try on sharing type.Therefore,businesses should tend to choose all-round intimate description type product description when selling woolen clothes products,so as to reduce female universities Students’ perception of risk increases the orientation of perceived value,so as to increase the sales volume;secondly,in-depth analysis of which factors play a decisive role in the all-round intimate description of sweaters,using correlation analysis and regression analysis to get the regression equation of all-round intimate description of purchase intention,from the regression equation,we can see that the main decisive role in the all-round intimate description of sweaters The main factors are fabric performance,comfort and emotional value.Finally,through the detailed analysis of the above factors,it can be seen that the product description of sweaters can effectively reduce the risk of female college students’ composition and performance of sweaters in fabric performance,and the risk of dressing,size and style selection,so as to increase the trust of female college students in choosing sweaters It has fashionable taste and suits its own sweater;therefore,when describing the sweater products,the businessmen mainly focus on the all-round and intimate description,and can insert other two product descriptions,but they should distinguish the primary and secondary,highlight the description of fabric performance,comfort and emotional value,payattention to objective reality,grasp the psychology of female college students’ purchase,and achieve a win-win situation.