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Study on the Influencing Factors of Underwear Product Purchase Intention under the Internet O2O Sales Model of Female Consumers in Sichuan Province

Pingping Liu


In recent years, with the booming development of Internet technology, fast payment function and logistics industry, online shopping has become the most important way of shopping in People's Daily life. In this environment, the scale of female online shopping users is increasing year by year. By January 2022, online active users have reached 582 million, and the penetration rate of comprehensive e-commerce is as high as 85%. In addition, China's underwear market is huge. As a necessity for most women, underwear has a stable development momentum in recent years. In 2022, the market size of China's female underwear industry is 133.9 billion yuan, and it is expected to reach 140.6 billion yuan in 2023.


Female Consumers; O2O Sales Model; Purchase Intention; Perceived Risk; Perceived Value and Trust

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6778