Study On The Situation And Tendency Of Clothing Consumption Over Internet In China

Along with the development in information and communication technology, the consumption over internet gradually becomes a kind of new expense pattern. The clothing, which is necessity in the people's daily living, also takes deeply part in transaction over internet, and develops prosperously.This paper investigated and analyzed the situation and trends of development of clothing consumption over internet, with the questionnaire survey over internet and in reality, and the theoretical analysis, in the following three aspects: consumer's basic characteristic, consumer's basic characteristic of expense over internet, and characteristic of clothing consumption over internet. In the following, the present situation of the clothing consumption over internet is summarized, and the factor affecting the clothing expense behavior over internet is carried out, and some advices are gave to improve the clothing consumption over internet, which is derived by synthesizing some knowledge in this major and the other some correlative specialty. In the end, the trend of the clothing consumption over internet is predicted.It is in this article that, the present situation of the clothing network expense mainly presents following characteristic: First, the clothing network expense has the obvious demography characteristic, the female in contrast with the male is more interested in the clothing network expense. In age, internet users between 18 year-old and 30 year-old are the main consumers. Simultaneously, the internet user with better academic qualifications is more inclinable to ratify the clothing expense over internet, and person who use internet a longer time is also easier to accept the consuming in this way. Secondly, fast development in consumption over internet promotes the development in the clothing consumption over internet, whilst, the problem in consumption over internet also restricts the development in clothing consumption over internet. Once again, the clothing consumption over internet develops off balance in product category, as the coats and shoe are the main choice for the most consumers on internet, and the clothing in casual or athletic style is consumers'favorites. The reasons for consumers'behaviors are that, the clothing can't be tried on, be touched or be sure about quality when consuming over internet. And finally, the clothing consumption over internet still occupies the start stage.In the end, the trends of clothing consumption in this period have been forecasted on the following aspects. Firstly, the more and more consumers will take part in the clothing consumption over internet. Secondly, the consumers'opinion on the clothing will be more reasonable. Finally, the product category in the clothing consumption over internet will become more closely to that in reality.