网络服装展示对消费者购买意向的影响机理

Influencing mechanism of online apparel presentation on the purchase intention of customers

探讨服装数字化信息展示影响网络消费者购买意向的机理。在回顾国内外相关研究的基础上,通过对技术接受模型的延伸,以网上购物感知、行为意向作为基本研究变量,引入服装款式信息展示和服装价值信息展示作为自变量。通过实证研究,验证了此模型在网络环境下购买服装的有效性,并提出了营销建议。

This paper discusses factors of online apparel presentation which may influence the purchase intention of customers.We have extended the Technology Acceptance Model（TAM）by taking customer perception and internet shopping behavior into account.We have also incorporated apparel styles and apparel prices into our model.Experiments show that the presented model is effective for online apparel shopping and can provide appropriate marketing recommendation.