B2c Clothing Network Marketing Customer Satisfaction Factors

With the development of economy and the continuous innovation of information technology, the traditional marketing model of apparel could not meet the consumer's requirement which under the influence of new consumption culture. Network apparel marketing as the new style and idea, has a rapidly development and been gradually accepted by the majority of Internet users. Nowadays, the booming development is taking a profound impact of people's lifestyles.Currently, the apparel product has the feature of"short life cycle, various styles & types", lead the market request"multi-variety, low-volume"supply model which could meet consumers personalized. That caused the combination of clothing sales & network became necessary. Also the Internet information pushed more and more consumers to achieve the clothing purchase action via the mouse control. However, although the current B2C apparel network marketing made a rapid progress, there were many bottlenecks appeared, such as the product can not reach the consumer's expectation, weak network security, lack of the authentic information from website, imperfect of the aftermarket service etc. For the internet apparel seller, it is necessary to consider all of the issues from the consumer side and increasing consumer's satisfaction in order to benefit from internet marketing and obtain the well competition position. Therefore, pay more attention on this new apparel B2C marketing model, to verify the consumer's satisfaction factor of apparel B2C marketing model from empirical side is necessary and timely.This article combined the"characteristics of network condition"and the"feature of apparel product", adopted the research from the internet clothing purchase participators and apparel experts, chosen six measurement standards which based on the literature of predecessors, to establish the Customer's Satisfaction Prototype under the suitable internet clothing purchase condition. Furthermore, a widely"Customer's Satisfaction Survey of online clothing purchase"had been spread out between the college students of both Shanghai and Hangzhou, focused on the actual consumers of"Taobao Mall– UNIQLO's official ship-flag shop"as the sample , to verify and investigate the influence factor of customer's satisfaction which under the apparel B2C online marketing model.The empirical result in this article could identify the theoretical model and most of the suppositions, showed that there were not too much impact of customer's satisfaction on"easy operation","security /confidentiality", etc., while the"website design", commodity natural character","delivery", etc., acted a most important role of the customer's satisfaction influence factor . Based on above analysis, the article attempted to submit several optimum suggestion and solutions on apparel B2C online marketing. With above research and analysis, it is a great value for not only clothing network-sale enterprises & retailers, but also for consumers. Especially for the clothing network-sale enterprises, this will be a summarizing of marketing strategy on which to make the B2C network-sale faster and better. Moreover, there is also a reference book on network marketing for future clothing corporations.