基于计划行为理论的郑州女大学生服装网上消费影响因素分析  

Analysis on the Influence Factor of Clothing Network Consumption for Female College Students in Zhengzhou based on Planned Behavior Theory

作　　者：景璐瑜 黄晓杰[1] JING Lu-yu;HUANG Xiao-jie(School of Information and Busincss,Zhongyuan Univcrsity of Tcchnology,Zhcngzhou 450007,China)

机构地区：[1]中原工学院信息商务学院,河南郑州450007

出　　处：《纺织科技进展》2018年第9期49-52,共4页Progress in Textile Science & Technology

基　　金：河南省社科联;河南省经团联调研课题(SKL-2017-2664);2017年中原工学院信息商务学院重点课程建设项目

摘　　要：以计划行为理论为模型,从心理学角度分析了服装网络消费行为意愿的影响因素及各个影响因素与网购意向的相关关系;主要选取郑州女大学生进行实地和网络的问卷调查,并借助SPSS20.0和AMOS23.0进行数据分析。结果表明女大学生的服装网购态度、信息搜寻态度、过去网购行为和知觉行为控制对网购意愿都有正向影响,但知觉行为控制对网购意向的影响不显著。Based on planned behavior theory, the influencing factors of clothing network consumption behavior intention and the relationship between influencing factors and online shopping intention were analyzed from the perspective of psychology. Data wcrc analyzcd with SS20.0 and AMOS23.0. Results showed that clothing network shopping attitude, information search attitude, past online shopping behavior and perceived behavior control had a positive impact on online shopping intention, but perceived behavior control had no significant impact on online shopping intention.

关 键 词：计划行为理论 服装网络消费 女大学生 结构方程模型 

分 类 号：F126[经济管理—世界经济]