Creating Optimized Online Apparel Shopping Platform through Customer Perception

다국어 초록 (Multilingual Abstract)

This paper is focused on the online apparel shopping platform of WeChat. A new WeChat apparel shopping platform is created that refers to hypothesis model of customer perception evaluation and test the hypothesis model with AMOS software. The purpose of creating new model lies in providing reference for the future research of WeChat apparel shopping platform and the dealers are able to make relevant adjustment and get more consumers, and then improve consumer satisfaction. From the research of the thesis, it can be found that all the factor values of EFA are bigger than 0.6 and all the reliabilities are bigger than 0.7; in aspect of statistics, the result is effective; each result of CFA are effective as well in aspect of statistics. X2/df should be less than 3, RMSEA should be less than 0.1 and GFI, AGFI, NFI, PNFI, TLI should be bigger than 0.9. As shows in Table 4, the value of X2/df=1.577 （less than3）GFI, AGFI, NFI, PNFI, TLI is close to 0.9 that is obvious in statistics. H3 is false and others are true. Among them, H1 is negative correlation and others are positive correlation. From the reverse result between perceived risk factors, it can be seen that the higher perceived risk is, the lower customer satisfaction is.

참고문헌 (Reference)

1 Wolfinbarger, Mary, "eTailQ : Dimensionalizing, Measuring and Predicting eTail Quality" 79 : 183-198, 2003

2 Fornell, C., "The Science of Satisfaction" 79 : 120-121, 2001

3 Oliver, R.L., "Satisfaction: A Behavioral Perspective on the Consumer" McGraw-Hill 1996

4 Oliver, R. L., "Satisfaction : A behavioral perspective on the consumer" The McGraw Hill Companies, Inc. 1997

5 Stone RN,, "Perceived risk : Further considerations for the maketing discipline" 27 (27): 39-50, 1993

6 Collier, J. E., "Measuring Service Quality in E-Retailing" 8 (8): 260-275, 2006

7 Hoffman, D. L., "Marketing in hypermedia computer-mediated environments : Conceptual foundations" 60 : 50-68, 1996

8 Peyrot, Mark and, "Effect of a class action suit on consumer repurchase intentions" 28 (28): 361-379, 1994

9 Huang Xiting, "Consumption Psychology" East China Normal University Press 67-68, 2007

10 "China Internet Network Information Center（CNNIC)"

11 Dixon, Jane, "An alternative perspective on relationships, loyalty and future store choice" 15 (15): 351-374, 2005

12 Mellens, Martin, "A review of brand-loyalty measures" 4 : 507-533, 1996