关键词: 消费者感知, 服装购买行为, 购买行为意向, 移动终端, 回归分析

Abstract: This paper conducts a survey on the consumers who use mobile terminals to purchase clothing, explored the factors influencing clothing purchase behaviors, established a theoretical model, proposed research hypotheses, and analyzed the impact of consumer perception on clothing purchase behaviors from multiple perspectives. Through a questionnaire survey, descriptive statistical analysis, reliability and validity test, regression analysis and mediation effect test on the collected data were performed using SPSS 23.0. As shown by the results, perceived usefulness, perceived ease of use, perceived risk, perceived quality of evaluation by others, and perceived service quality have a positive impact on purchase behaviors. Purchase intention plays a partially mediation role between perceived risk, perceived service quality, and purchase behaviors, while it has a complete mediation effect on perceived usefulness, perceived ease of use, perceived quality of evaluation by others, and purchase behaviors.

Key words: consumer perception, clothing purchase behavior, purchase behavior intention, mobile terminal, regression analysis