Factors Impacting College Students' Online Apparel Shopping Intention

With the growing popularity of the Internet and e-commerce in China, online shopping has become an integral part of Chinese people's daily lives, most notably among college students who are adept in online environments. This study seeks to identify factors influencing college students' online shopping. Using college students as its target group, the study collected data via a questionnaire, conducted statistical analysis and extracted 6 factors (accumulative contribution rate of 62.630%) as variables to construct a study model. AMOS software was used to build and revise the research model. Further analysis of data derived from questionnaire samples was undertaken via SPSS descriptive analysis, T-test of independent samples and variance analysis to identify factors influencing college students' online shopping decisions. Findings show that college students may be significantly influenced by factors such as information, norms, online retailers' features, marketing strategies and perception of risks.