服装网络购买意愿影响因素分析(附调查问卷)

服装网络购买意愿影响因素分析(附调查问卷)(9300字)
摘  要：随着电子商务的发展和网络的普及，网上购物打破了传统购物方式在时间和地域上的限制，契合了现代人节奏紧张的生活方式，但由于互联网环境存在着高度的不确定性，影响消费者网络购物意愿的因素与传统购物环境下相比存在着特殊性。本文采用问卷调查法，在网上随机发放问卷并收回统计得出影响消费者在网上购买服装意愿的因素。
关键词：网上购物；购买意愿；服装；影响因素；

Factors Analysis of the Intention in Online Clothing Purchase
Abstract：With the significant development in E-commerce and big popularization of internet, shopping online plays an essential part in our daily life. This emerging shopping way which breaks the limitation in time and geography of the traditional approaches matches the modern life style well. However, considering the uncertainties of the internet’s safety, when comparing to the traditional shopping, those factors which influence the customers purchase intention are unusual.By using random questionnaire investigation online, this paper has analyzed the factors which affect customers ‘purchase intention when shopping online.
Keywords: Online shopping；purchase intention；e-commerce；clothing.

研究思路与方法
本文通网上问卷调查方式收集实证数据。先编制初始调查问卷，完成正式问卷。再对调查数据进行整理分析，探讨服装网上购买意愿影响因素。最后根据分析结果，提出针对服装网络购买意愿影响因素的建议，并总结。