丝绸Issue(8)：34-36,3.
消费者服装产品知识对网上购买服装意向的影响
The Influence of Apparel Knowledge on Online Clothing Purchase Intention
摘要
Abstract
This study focused on the effect of consumers' apparel knowledge on online purchase intention. Based on the empirical literature, an extended model was established by using product knowledge as the outside factor of Technology Acceptance Model (TAM) and consumers' perception, and buying intention were considered as the basic study variable. Through empirical research, the validity of extended model has been demonstrated under the online apparel shopping environment in China, and marketing recommendation was provided.关键词
服装/技术接受模型/购买意向/产品知识Key words
Apparel/Technology acceptance model/Purchase intention/Product knowledge分类
管理科学引用本文复制引用
方靖,庞琛,季晓芬..消费者服装产品知识对网上购买服装意向的影响[J].丝绸,2009,(8):34-36,3.基金项目
浙江省哲学社会科学规划基金项目(NX03YJ38) （NX03YJ38）
