Research On The Influence Of Consumers' Apparel Online Shopping And Psychological Expectations On The Post-Purchasing Behavior

The rapid development of the Internet and the rise of e-commerce have brought great challenges to the business of traditional entities,and consumers have gradually formed the habit of network consumption.In the purchase of books,food,office and daily necessities,it is more inclined to buy online shopping.In the category of consumer goods purchased by electricity consumers,clothing is a relatively special commodity.It often needs to be tested and identified in physical colors and patterns so as to determine whether or not it can meet the needs of individual preference.Therefore,this article takes the behavior of the clothing online shopping as the research object,and uses the marketing theory to carry on the in-depth study to the consumer's online shopping behavior through the market investigation.First,the development of online shopping clothing market is studied.A series of characteristics and problems in the development process,development trend,current clothing market,consumer group,factory management channel and production process are systematically analyzed,and the characteristics of current online shopping clothing behavior and clothing students are analyzed and combed.The production process and marketing strategy of the manufacturer.Secondly,through the market survey of consumer online shopping behavior,based on customer value theory,this paper studies the concerns of consumers in the process of shopping online shopping and the psychological expectation of clothing online shopping.Through the questionnaire of consumer clothing online shopping market,the influence factors and psychological expectations of consumer clothing online shopping are clarified.The model of psychological expectation of online shopping clothing has laid the foundation for empirical research.The statistical regression method is used to analyze the influence of clothing products,website characteristics,service quality and promotion means on post purchase behavior and post purchase attitude in the process of clothing online shopping.In the model,the customer expectation value is the independent variable,the post purchase problem is the dependent variable and the customer expectation value difference is the intermediary variable.Finally,combined with the 4P theory,the paper puts forward various marketing strategies and suggestions for the network business enterprise according to the conclusion of the study.The marketing strategy based on customer value includes product value,service value,pre sale service,personalized service and so on.At the same time,the paper also proposes a pricing strategy based on customer demand and brand orientation.The research results of this paper enrich the related research content of the psychological expectation of the behavior of clothing online shopping in theory,and put forward a systematic marketing strategy based on the characteristics of the consumer clothing online shopping in the light of the current e-commerce characteristics.The results of statistical analysis and model analysis based on the analysis of a large number of market survey data will undoubtedly have important practical significance and guiding value for improving the marketing performance of e-commerce enterprises and realizing a win-win market pattern of e-commerce and consumers.