网店形象对顾客网购服装行为影响分析-analysis of the influence of online store image on consumers online shopping clothing behavior.docxVIP

AbstractWith the popularity of the network and the development of e-commerce, online shopping has become a new way to shop. Buy clothing online as a new way to shop gradually more and more acceptable to consumers. Currently, the online store has mushroomed in large numbers, and has formed a certain scale. Online shopping imperceptibility increase the uncertainty of the customers to buy clothes online, thereby increasing the perceived risk of the customer online shopping clothing, thereby affecting the behavior of customers to buy clothes online. How to establish a good image of the shop to reduce the customers perception of risk, increase customer buying behavior is an issue of great concern to many shop.The network store image value judgments madeby the customer based on the shops level of service, the quality of products, the level of price and other factors on the shop. The virtual network transactions, the transaction entities and the transaction object to be perceived and the transaction process is not synchronized to increase the customer a sense of uncertainty in the process of online shopping. Customer online shopping clothing shop image quality will affect perceived risk customer online shopping clothing shop image quality, thereby affecting customers purchasing decisions and behavior. Study shop image and consumers perceived risk impact on online shopping clothing scientificly has some theoretical guidance and practical significance to promote the development of Chinas online shopping and garment industry and garment enterprises network marketing. Based on Large number refer to the relevant literature, analies the theory of shop image, customer perception of the risks and buying behavior, thereby studying Store image and customer perceived risk intention to online clothing ,based on that refer some ideas and countermeasures.This paper is divided into six c