Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market

The Research of the Buying Intention of the Own Brand Clothing from the College Students under the B2C Model

Author MaoShuaiYa
Tutor PanLi
School Dalian University of Technology
Course Art of Design
Keywords Consumer perception purchase intention hypothesis of factors
CLC F713.55
Type Master's thesis
Year 2013
Downloads 11
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In recent years, with the fast developing of the Internet, the shopping online goes to anew times. In electronic commerce, the B2C model became more and more important whichmade the online businesses pay more and more attention on the developing of their own brand.So how to get and improve the intention of buying something from the customer became theresearch issue in this article. Taking the example of the VANCL which is developing very fastin the electronic commerce, and taking the college students which are the new power in theonline shopping as the research objects in this article. In the foundation of summarizing thetheory in our country, and using the feeling and values from the customer as the cutting point,discussed in the model of the B2C the conception of customer’s feeling and analyzed thefactor, at the same time made a suppose to analyze the effect from the college students to thecustomers.In the foundation of the research results in the past, and comparing the electroniccommerce characteristic in our country,9analysis model were made which are the quality ofthe information, the quality of the serve, the quality of the goods, the quality of showing, thesecurity of the network, the convenient of buying, the quality of the system in website, thetrust from the personal. The hypotheses are on the basis of: a The population factor of thecollege students customer will make a effect on the choosing of own brand. b There is apositive relationship between the choosing own brand network experience of the collegestudents customer and the feeling of online shopping useful. C there is a positive relationshipbetween the Personal trust tendency of the college students customer and the online shoppingintention. D There is a positive relationship between the feeling of network security from thecollege students customer and the intention of choosing own brand as the online shopping.E There is a positive relationship between the feeling of online shopping useful from thecollege students and the intention to choose the own brand as the online shopping. F there isa positive relationship between the feeling of choosing own brand in the online shopping isconvenient and the feeling of online shopping is useful from the college students customer. Gthere is a positive relationship between the quality of the website systems and the intention tochoose the own brand as the online shopping to the customers. H there is a positive relationship between the quality of the website serve and the intention to choose the ownbrand as the online shopping to the customers. I there is a positive relationship between thecommercial quality and the intention to choose the own brand as the online shopping to thecustomers. J there is a positive relationship between the quality of the showing product andthe intention to choose the own brand as the online shopping to the customers k there is apositive relationship between the quality of the website information and the intention tochoose the own brand as the online shopping to the customers, And so on to makeassumptions and do the factor analysis.This article use the way of both theoretical research and empirical research, using theway of sending questionnaire on the internet to do the questionnaire survey between400college students customers. Using the software to do the factor analysis, regression analysis,relationship analysis among the data. Empirical findings meet the assume in this article, andget the conclusion as:1The college student customers are the main force in the consumptionof the own brand. They have special factor affect to the buying intention. Base on the factoranalysis and the data from the questionnaire, we can know that to the college studentcustomers there is a obvious relationship between the quality of the own brand and the buyingbehavior.2. In the condition of information security, the quality of service make a bigdifference in choosing the own brand to the college students. The research which was made inthis article is as the empirical research to the B2C model, at the same time giving someproposal to the SMES which are going to develop their own brand.

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