消费者服装产品知识对网上购买服装意向的影响

摘要

主要关注消费者的服装产品知识对其网上购买服装行为意向的影响.通过对技术接受模型的延伸,将影响网上购物决策的关键变量--网上购物感知、行为意向作为基本的研究变量,并在此基础上,引入消费者的服装产品知识作为自变量.通过实证研究,验证了此模型在中国网络购衣环境下的有效性,提出了营销建议.%This study focused on the effect of consumers' apparel knowledge on online purchase intention. Based on the empirical literature, an extended model was established by using product knowledge as the outside factor of Technology Acceptance Model (TAM) and consumers' perception, and buying intention were considered as the basic study variable. Through empirical research, the validity of extended model has been demonstrated under the online apparel shopping environment in China, and marketing recommendation was provided.