1、 I 2010 届本科毕业设计(论文) 题 目 C2C 模式下消费者购买意愿影响因素 分析基于网购服装类商品的研究 学 院 经济管理学院 专 业 电子商务 姓 名 * 指导老师 * 班 级 06 电商（2）班 学 号 二 O 一 O 年 六 月 II 摘要摘要 电子商务的兴起，使得传统的消费模式有了一定的改变，越来越多的消费者 选择了网络购物这一新兴的购物模式，从而带动了我国 B2C，C2C 等电子商务 的进一步发展。我们正在进入一个消费变革的时代，电子商务引领我们走进一个 全新的生活模式。 与此同时，有关电子商务模式下的消费者行为受到了研究者们的重视。本文 在总结和汲取以往的传统和网络消费者
2、购买行为研究成果的基础上， 结合当前电 子商务和网络营销理论的新发展，通过实证研究， 主要以大学生消费者为研究对 象，基于服装类商品，研究了消费者网络购买行为。本论文还具体提出了影响网 络消费者购买意愿的重要因素, 建立了网络消费者购买意愿影响因素的假设模 型, 基于 C2C 模式以服装类商品为研究对象进行了问卷的调查和数据研究分析, 最终确定了 C2C 模式下基于服装商品的网络消费者购买意愿的影响因素模型。 研究获得了一些有意义的启示, 为有关人员正确认识网络消费者和进行 C2C 服 装销售的卖家提供了理论指导。 关键词：消费者购买意愿；影响因素；C2C；服装 III Abstract Al
3、ong with the rise of the electronic commerce, make traditional consumption mode also have certain changes. More and more consumers choose the network shopping. This newly arising shopping mode have driven the further development of B2C, C2C etc around the country electronic commerce mode .We are ent
4、ering an ages of consumption change, and the electronic commerce will take we walk into one living mode that is all new. At the same time, the Consumer Behavior under e-commerce mode has been highlighted for special attention of researchers. In this paper, after summarizing and drawing on past tradi
5、tions and online consumer buying behavior on the basis of research results, combined with the current theory of e-commerce and new Internet marketing development, through empirical research, mainly university students as the research object of consumers, based on clothing, study of consumer buying b
6、ehavior online. This paper also raised the important factor in purchasing intentions of consumers；established a hypothetical model of impact factor of affecting consumer purchasing intentions；conducted a questionnaire survey and data research and analysis with clothing commodity under C2C-based model. Finalized a model what contained factors which would affect consumer purchase intention. Study obtained some interesting insights, for the relevant personne
