在线服装展示与网购服装风险感知的影响关系

用定性分析方法梳理了国内外网购风险感知的相关研究成果,归纳出网购服装性能风险感知因子,并结合目前我国在线服装展示应用情况,归纳出4种在线服装展示方式.通过实验方法研究在线服装展示与网购服装风险感知之间的影响关系,可以得出:1)真人模特展示方式是最理想的展示方式,在此种展示方式下消费者网购服装性能风险感知较低;2)虚拟试衣展示方式能有效降低消费者在服装合适性方面的风险感知,但消费者对质量和颜色方面的风险感知较高;3)平铺式展示方式下,消费者的合适性和质量风险感知都较高;4)人体模特展示方式没有突出的表现.

Relationship of on Line Apparel Presentation and Internet Shopping Risk Perception

Discussed the foreign theories of the internet shopping risk perceptions based on the qualitative analysis approach,and sumed up risk perception elements of internet shopping apparel performance and four kinds style of apparel presentation.Based on the analysis of the relationship of the on line garment presentation with internet shopping risk perception,it was found that human model try-on dispaly was the best presentation in the four kinds presentation and the risk perceptions of the customer were lower o...