Research On The Influence Of Online Text-picture Comments To Clothing Consumers' Purchase Intensions

The rapid development of Internet technology has brought unprecedented changes to people's daily lives.Online shopping has become an important part in our modern life.Different from physical stores,the virtuality of the online shopping environment increases clothing consumers buying risk.The online text-picture comments can help clothing consumers obtain the effective information.such as fabric quality.clothing color,wearing effect,comfortability,etc.The information is beneficial for consumers to make more reasonable purchase judgments.The most clothing consumers'purchase intentions or decisions rely on the text-picture comments,in other words,comments containing texts and pictures.However,we find many domestic and foreign scholars have done little researches about the influence of online text-picture comments to the clothing consumers' online purchase intentions.According to the current research status and the characteristics of information quality,this paper focuses on the impact of how the online text-picture comments information quality influences the clothing consumers'purchase intentions.This paper firstly straightens out the relevant researches of online text-picture comments,information quality and consumer purchase behaviors.By referring to Stimulus Organism Response Model and Technology Adoption Model,we put forwards our purchase behaviors'model based on the Defense Theory and Ordinary Person Theory.Then,from the perspective of female college students.we select the authenticity,the consisitency,the attractiveness,the richness and the objectivity as the text-picture comments information quality by combing literatures and in-depth interview results.Also,the product value,the experience value and the perceived risk are choosed as the mediating vaiable of the network perceiced value.By analyzing the intermediary effect,we study that how the text-picture comments influence the clothing consumers' online purchase intentions.According to the research results of this paper,we put forward some useful suggestions for the online clothing retailers.At the same time,we summarizes the shortcomings of this research and give some discussions about trends of the text-picture comments studies.As for the objects of Tmall platform's online text-picture comments,this paper collects the research data by the way of situational questionnaires and then use SPSS 20.0 and AMOS 22.0 softwares to analyze the data.Thus,we find that:(1)the authenticity and richness of the online text-picture comments are welcomed by the clothing consumers.(2)the quality of the online text-picture comments' information will not directly effect clothing consumcrs' online purchase intentions.(3)the experience value and the product value make positive impacts on the clothing consumers' online purchase intentions.(4)the perceived risk plays a negative role in effecting clothing consumers'online purchase intentions.