The Influence of Trust and Risk on Online Purchasing Behavior of Brand Clothing：A Case of Taipei City College Student
|關鍵字:||網路購物;品牌服飾;風險;信任;online shopping;brand clothing;risk;trust|
In recent years, people's shopping habits have changed. The behavior of the Internet shopping clothing increasing yearly made Taiwan clothing fashion industry has to change. This article will explore the impact of online shopping on which the two most important factors - trust and risk. Aiming for online brand clothing, we conduct researches to understand the trust and the risk would indeed affect consumer's behavior of college students in Taipei whether or not. The Internet population for the survey, 447 valid questionnaires were collected for statistical analysis, is our main target to understand university students in Taipei that they may consume through trust and risk interference online. In order to prove the fact that whether trust and risk may be related positive correlation to consumption. The results showed that: Between trust degree and actual consumption, the dimension of website trust has positive correlation with numbers of consumption and amount of consumption. And the dimension of brand trust has positive correlation between consumers purchase frequency and purchase quantity. Different gender between college students in Taipei perceived the dimension of privacy risks have significant differences. Females care privacy more than males. Furthermore, monthly spending on clothing of Taipei students also has significant differences between the dimension of security risk. What's more, monthly spending on clothing of Taipei students also has significant differences between the dimension of privacy risk. The number of consumers to buy, brand, purchase quantity and spending amount have positive correlation between the dimension of security risk and the dimension of security risk. Therefore, this study suggests that online brand apparel industry can set different market segmentation for different groups. Also, they can through advertising promotion such as online media to effectively attract more consumers.