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《Journal of Dalian University of Technology(Social Sciences)》 2011-01
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Research on E-shoppers' Decision Psychology in Purchasing Clothes Based on Empirical Analysis

WANG Chong1,2,LIU Jian21.Business School,Huaihai Institute of Technology,Lianyungang 222000,China;2.School of Management,Harbin Institute of Technology,Harbin 150006,China  
Clothing has become one of the most popular merchandises in e-shop.The paper analyses e-shoppers' decision process for understanding the decision psychology of e-shoppers' purchasing clothing.The hypothetical model of e-shoppers' decision psychology in purchasing clothing was proposed,and a quantitative analysis of the hypothetical model was made based on Structure Equation Model.The study,taking clothing merchandise as the angle of view,makes researches on e-shopper's purchase psychology.The result indicates that consumer's economic status,prejudice,perceived risks,brand,and price of clothing are the main factors influencing e-shopper's purchase psychology.Although clothing quality has a certain impact on e-shopper's purchase psychology,the impact is not significant.In addition,e-shopper's perceived risks mainly come from the prestige of the enterprises.
【Fund】: 国家自然科学基金项目(70801022)
【CateGory Index】: F713.55;F724.6;F426.86;F224
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1 WANG Yu1,WANG Huan-yu2,TENG Yue-min2,FAN Gao-chao1(1.School of Management,Xi'an Jiaotong University,Xi'an 710049,China;2.School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China);A Review of Online Shopping Consumption Perceived Risk[J];Commercial Research;2009-10
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