丝绸2011，Vol.48Issue(6)：62-66,5.
网络服装展示对消费者购买意向的影响机理
Influencing mechanism of online apparel presentation on the purchase intention of customers
摘要
Abstract
This paper discusses factors of online apparel presentation which may influence the purchase intention of customers. We have extended the Technology Acceptance Model (TAM) by taking customer perception and intemet shopping behavior into account. We have also incorporated apparel styles and apparel prices into our model. Experiments show that the presented model is effective for online apparel shopping and can provide appropriate marketing recommendation.关键词
服装展示/购买意向/TAMKey words
Online apparel presentation/ Shopping behavior/ Technology acceptance model分类
轻工纺织引用本文复制引用
张枝军..网络服装展示对消费者购买意向的影响机理[J].丝绸,2011,48(6):62-66,5.基金项目
浙江省商业经济研究学会课题(2010SJYB01) （2010SJYB01）
