The Impact of Image Value on Consumers'Online Purchase Intentions for Clothing
To solve the problem of decision-making difficulties caused by perceived risks and uncertainties in the process of consumers'online purchase of clothing,this studyx constructs a theoretical model based on variables,including image value,perceived risk,and purchase intention,and conducts empirical research through questionnaire survey,multiple regression analysis and Bootstrap mediating effect test.The results show that image value and perceived risk significantly influence the intention to purchase clothing online;image value significantly affects perceived risk;both age and education level among consumer personal characteristics significantly impact the intention to purchase clothing online;perceived risk plays a mediating role between image value and the intention to purchase clothing online.This study can provide theoretical reference and marketing strategies and suggestions for improving the image of apparel brands and platforms.
image valueonline purchasewillingness to purchaseperceived risk
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