The Influencing Factors Study Of Apparel Consumers' Online Behavior

The rapid development of Internet provides the enterprise a lot of strategic opportunities. Online shopping as a new way of shopping, pioneers new sales channels for enterprises. With the development of Internet, people rely on network more and more intense, network is imperceptibly changing social lifestyle and purchase mode. With the number of Internet users increased dramatically, a clothing business must pay attention to the clothing electronic commerce field potential business opportunities.Based on the traditional purchasing behavior theory, through reading the literature study of online shopping, taking influence factors of online apparel consumers behavior, establish the first influencing factors scale; and then use research methods, such as brainstorm, expert interview, enterprise visit survey, to consummate the first influencing factors scale; finally, establish the final influencing factor scale of online apparel consumer behavior. Through online clothing operator and online apparel consumer questionnaire survey, get primary influencing factors of online apparel consumers'behavior. They are:the after sale service, discount prices, quality, online commentary, clothing shop reputation, clothing styles, the basic price.Based on mathematical statistics analysis of the survey data, analyze the differences between different shopping mode, and between different shopping platforms, study the different shopping platform mode of consumer characteristics distribution, find the different point of view between operators and customers.knowing the impact of apparel consumers online purchase behavior are the main factors, contributes to the online apparel operators' better marketing planning, and informing the consumer characteristics distribution under different platform and different mode, can better help online apparel business with online apparel consumer orientation, so as to help the operator to better carry out online apparel business activities. The influencing factors study of apparel consumers'online behavior, explores the main influencing factor of online apparel purchase behavior. To a certain extent, this article supplies theoretical online shopping research. At the same time, this article obtain the influencing factors of online apparel consumer behavior from two angle, the network apparel operator and online apparel consumers. Through the contrast analysis, carry out the marketing suggestion, so this has certain guiding significance in practice.