CAJ | 학술논문

选择电子商务普及率较高的浙江地区作为调研范围，对服装网购消费行为进行统计，通过线上和线下购买行为的对比，客观分析了服装网购消费行为及影响因素，认为商品评论是影响网购消费的重要因素，尤其针对女性消费者；而引擎搜索的浏览方式则主要影响网购的点击频率，男性消费者倾向效率体验，女性消费者倾向外观体验。针对大多数消费者而言，有必要普及基本的色彩知识及搭配技巧，以便提升网购行为的满意度和成功率。
선택전자상무보급솔교고적절강지구작위조연범위，대복장망구소비행위진행통계，통과선상화선하구매행위적대비，객관분석료복장망구소비행위급영향인소，인위상품평론시영향망구소비적중요인소，우기침대녀성소비자；이인경수색적류람방식칙주요영향망구적점격빈솔，남성소비자경향효솔체험，녀성소비자경향외관체험。침대대다수소비자이언，유필요보급기본적색채지식급탑배기교，이편제승망구행위적만의도화성공솔。
Since Zhejiang province enjoys a high E-commerce popularity, the article analyses the online shopping behavior of clothing products. By comparing the online and offline consumer behaviors, we have thoroughly analyzed the online shopping behavior for clothing products, and conclude that product ratings play an important role in affecting consumer’s behavior, especially on female consumers. Browsing through search engines mainly affects the click-through rates for online shopping. Male consumers tend to concern of shopping efficiency while female consumers care about product appearances. For the majority of consumers, it is necessary to popularize the knowledge of color and the skill of dress collocation so as to promote the satisfaction and success rates for online shopping.