A Study On The Willingness Of Young Consumers' Appreciation And Appreciation Of Apparel Mobile

The popularity of mobile Internet has changed the pattern of e-commerce market dramatically, the mobile e-commerce is likely to replace the traditional e-commerce in the next few years, to be the main trend of the e-commerce field.Therefore, now mobile e-commerce need to know the consumer attitude urgently.Only by understanding the willingness of consumers, mobile e-commerce can target to design product and provide service, therefore this article study on the factors which affect the consumer usage intention and the actual purchase intention of clothi ng mobile e-commerce through the combination methods of theoretical research and empirical analysis.Firstly this study synthesized the home and abroad research on the influence factors of the mobile e-commerce, combining with the actual situation of consumer psychology in the internet age, proposed the influence factors of the consumer usage intention of mobile e-commerce, then design the questionnaire, build the research model and carried on the positive research to verify the research hypothesis. Considering that the mobile e-commerce is a new thing, the sample range focus on the young groups,as they have the receptive ability and have chance to contact with the mobile Internet frequently, including the college students, office workers that just graduated, and the young people that have rich social experience. The sample data collected through distributing paper questionnaire on the spot and sending electric questionnaire on the internet. Over a period of four months, 996 copies of questionnaires are distributed, and the valid questionnaires are 709 copies. According to the study, consumer adoption attitude and the two factors, consumer trust tendency and social environment has positive effect on the consumer usage intention, the effect of perceived usefulness is more than perceived ease of use, but perceived cost has no significant effect on the consumer usage intention.Then, in order to further study the status of clothing mobile e-commerce, based on the model of the consumer usage intention towards clothing mobile e-commerce,according to the characteristics of garment industry, this paper also assumed the factors which affect consumer actual purchase intention through theoretical analysis,design the questionnaire, build the research model of the consumer actual purchase intention towards clothing mobile e-commerce and carried on the positive research.Questionnaire scope is same as the one of the consumer usage intention, therefore thisquestionnaire is integrated together with the previous one, become the third part of final questionnaire. Among the 709 copies of valid questionnaires, 652 copies completed the third parts of the actual purchase intention survey. According to the study,consumer interactive experience has positive effect on the consumer actual purchase intention, among the three influence factors of consumer interactive experience, the communication smooth degree has greater positive effect than the promotion way, but commodity characterization had no significant effect on the actual purchase intention. In addition, consumer evaluation and payment security has positive influence on the consumer actual purchase intention, but payment convenience has no significant effect.Finally, according to the study results of empirical analysis, this study thinks that clothing mobile e-commerce should orientate target consumer group at young groups who have a good education experience and have the ability to accept new things quickly.At the same time, the clothing mobile e-commerce should pay attention to the quality of goods and services, enhance the security of users, then improve the consumer interactive experience and the consumer evaluation, so that consumers will recognize this business model in the contact process step by step.