The Research Of Influencing Factors On Consumers Online Shopping Wishes

In recent years, the continuous development of the Internet technology has been making online shopping affect the marketing of apparel products greatly, as more and more consumers choose to purchase apparel products through e-commerce websites.It may be seen as network marketing opportunities for small garment enterprises in Hangzhou; at the same time consumers put forward higher requirements on products usefulness, ease of use of online shopping, the risk aversion of online shopping and service quality, which is a new challenge for them.This paper is based on Davis’ technology acceptance model, and we see the network transaction costs as an adjustment variable between the regulatory role of the willingness and its influencing factors, then we propose the following assumptions:the first one is that the feeling consumers perceive about online purchasing useful apparel products is positively correlated to consumers’ willingness of online buying; and the second is that the consumers perception of easy online purchasing apparel products is positively correlated to consumers’ willingness of online purchasing; and the third one is that the feeling consumers perceive on risk of online purchasing apparel products is negatively correlated to consumers’willingness of online buying; then the fourth one is that the quality of the online service is positively associated with online shopping wishes. Then furthermore we get four other assumptions, and they are that the network transaction costs has a significant positive moderating role in relations of the consumers perception of online purchasing useful apparel products, perceived ease of use of online purchasing apparel products, online purchasing risk perception of apparel products, quality of service and the willingness that consumers want to purchase online apparel products.In this paper, the technology acceptance model theory and its theoretical model and assumptions are proposed to collate and summarize the variables involved in the model that have been defined; What is more,the related theoretical literature on online clothing marketing is discussed, as this article is based on small and medium-sized garment enterprises in Hangzhou.This paper puts forward the basic model and assumptions related issues through the exposed network marketing channels to find the basis of the technology acceptance model. Through combing the literature, this study uses questionnaire based on the present model and underlying assumptions, containing a number of variables to measure. Later are the variables empirical analysis, the reliability analysis and the validity analysis, then is the use of regression analysis supporting the hypothesis.In this paper, we use the method of regression analysis to determine consumers’ perceived benefit of online purchasing apparel products, perceived ease of the online purchasing apparel products, risk perception to buy clothing products, and the quality of service for consumers who purchase online clothing products, then the last is the impact analysis of the regulatory role of the network transaction costs. Based on the empirical analysis of the results of multiple regressions, we analyze the tested theoretical assumptions, and then we draw the following conclusions.Conclusion One:the consumers’ perceptions of online purchasing useful apparel products, perceived ease of use of online purchasing apparel products and perceived online service quality have significant positive effects on consumers’ online purchasing intention to buy apparel products. And the feeling that consumers purchase online useful apparel products has the greatest impact on online purchasing intention of consumers.Conclusion Two:the risk of online purchasing clothing products that consumers perceive has a significant negative impact on consumers’ online purchasing intention. When consumers buy online apparel products, they may meet quality risk and liquidity risk, which will affect the real consumers’ willingness of online purchasing significantly. Conclusion Three:the network transaction costs has a significant positive moderating role in relations of the consumers perception of online purchasing useful apparel products, perceived ease of use of online purchasing apparel products, online purchasing risk of apparel products perception, service quality and the willingness that consumers want to purchase online apparel products.The theoretical significance of this article is that we have done a more in-depth and comprehensive study of the factors that may affect online purchasing intention of consumers as well as the effect of network transaction costs, then is impact mechanism of online purchasing intention of consumers. Furthermore, for small garment enterprises in Hangzhou, the study may help them to attract potential target consumers to expand the existing consumers groups, and the smooth development of network marketing may have some guiding significance.The innovations of this article are in the two following aspects:the first one is that we have verified the assumptions that the variables which are usefulness of the perception of online buying apparel products, perceived ease of the online purchasing apparel products, and the risk perception of online buying clothing products, and the perceived quality of online services have significant impact on online purchasing willingness of consumers,and they are all based on empirical analysis of small garment enterprises in Hangzhou; the second one is that we have verified assumptions that manipulated variable network transaction costs has a regulatory role in the relationships between the consumers perception of the usefulness of online purchasing apparel products, the perceived ease of use of online purchasing apparel products, the risk perception of online buying clothing products, perceived quality of online services for consumers and the online purchasing willingness of them.