The Impact Of Product Description On The Perceived Risk Of Female College Students Online Shopping Clothing

In recent years, China’s Internet penetration rate continues to improve, the rapid rise of e-commerce, which led to the rapid development of online retail industry,especially woman garment, has been the first major category of online sales, online shopping has been accepted as a new model of shopping.However, different from the traditional shopping environment, online shopping consumers can only rely on pictures and product descriptions to understand the quality of clothing, color, as well as the effect of wearing their own clothes, so that consumers perceived risks different from the traditional shopping environment.The perceived risk of clothing performance is an important factor that influences the decision making of consumers’ online shopping.Contemporary college students on the network application of familiar, more sensitive to new things, they are the master of present and future network consumption.Therefore, the study of the product description on the female college students’ online shopping clothing perceived risk impact, has a strong practical significance.By combing the theory of product description, this article first uses the observation method to summary the content and characteristics of the description of the clothing product description of Taobao TOP50 women’s clothing store, and puts forward three main types of clothing product description.At the same time, based on the relevant literature at home and abroad, this article summed up the 9 factors of the perceived risk of the performance of contemporary female college students’ online shopping.And based on this, the theoretical model of the product description on the female college students’ perceived risk of clothing was constructed, and then the questionnaire survey method was used to determine the questionnaire items of the questionnaire.Then the questionnaire data analysis and comparison of the three kinds of commodity description of the female college students online shopping clothing performance perceived risk factors.The research results are as follows:(1) To sort out the relevant literature, combined with the contemporary clothing online shopping environment, the main types of three kinds of Description:information introduction type description, emotional description and experientialdescription.(2) Under the three kinds of products description, female college students in the fabric quality perceived risk, comfortable sex risks, process of perceived risk, Fit Sexy know the risks, sexy costume told that there is significant difference between the risk, there was no significant difference in color take with perceived risk and the degree of color difference of perceived risk factors. This may be because the color collocation and color difference in these two dimensions themselves from the visual judgment, must go through the use of pictures or in kind to verify.(3) Using the factor analysis of variance and used in the study of three kinds of commodity description of fabric quality perceived risk fabric quality perceived risk,comfortable sex knowledge risk, process risk perception, the perception of the risk of fit, sexy costume knowledge has a significant effect on risk. Female college students in the three kinds of description of the color collocation perceived risk and color difference degree of perceived risk of these two factors are not significantly different.(4) The information into the type described in the clothing performance of the five factors of perceived risk degree are relatively low, the fabric quality, technology,foil sexy know risk is the lowest, fit and comfort after the experience type description together is the ideal way to describe; experience type description, in the fit perceived risk degree far below other two description, comfort, fabric quality perceived risk is relatively low; emotional description in clothing five performance factors of perceived risk degree are relatively high.(5) the perceived risk of clothing performance is related to the online shopping experience of female college students. Different online shopping experience of female college students in the clothing of the appropriate sexual awareness risks exist significant differences.This study put forward the following suggestions: the information leading to the consumer online shopping clothing performance risk is the lowest, the overall performance should be preferred. Rational and objective way of description is more in line with the shopping habits of female college students, enterprises should avoid excessive exaggeration of the performance of the product information. In addition, thegarment size is described, it is recommended to join the content of the experience of the company, so that it is conducive to reducing the perceived risk of consumers in terms of clothing suitability.