Research on Online Commentary Influencing the Network Clothing Consumers' Purchase Intention

被引：0
|
作者：
Wan, Jun [1 ]
Dai, Haiming [1 ]
Ma, Xiaoyan [1 ]
机构：
[1] Liaoning Tech Univ, Sch Mkt Management, Liaoning 125105, Peoples R China
来源：
2013 THE FOURTH INTERNATIONAL CONFERENCE ON INFORMATION, COMMUNICATION AND EDUCATION APPLICATION (ICEA 2013), PT 1 | 2013年 / 30卷
关键词：
Online commentary; Network clothing consumers; Trust; Purchase intention; WORD-OF-MOUTH;
D O I：
暂无
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Online commentary is an important factor to affect the network clothing consumers' purchase intention. Based on analyzing the related literatures, the study constructs a theory model of factors from online commentary influencing the network clothing consumers' purchase intention. Through investigating and collecting 472 valid questionnaires, the empirical test on the research model is constructed by using the method of structural equation model. The results show that the timeliness, quality and quantity of online commentary have positive impact on consumer trust and purchase intentions. At the same time, consumer trust also plays an intermediary role between online commentary and the network clothing consumers' purchase intention.
引用
收藏
页码：179 / 185
页数：7
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