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

摘要： 对使用移动终端购买服装的消费者进行调研,探究服装购买行为的影响因素,构建理论模型并提出研究假设,基于多视角分析消费者感知对服装购买行为的影响。通过问卷调查,采用SPSS 23.0对所收集数据进行描述性统计分析、信效度检验、回归分析以及中介效应检验。结果表明:感知有用性、感知易用性、感知风险、感知他人评价质量、感知服务质量均正向影响购买行为,购买意向在感知风险、感知服务质量与购买行为之间存在部分中介作用,在感知有用性、感知易用性、感知他人评价质量和购买行为之间存在完全中介作用。

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