Research On Factors That Impact Customer Switching Costs In Internet Apparel Shopping Market

In recent years, with the rapid development of China's Internet economy and the gradual change in people's spending habits, making online shopping market rapid growth trend.Among them,the Internet apparel shopping industry's market performance apparel particularly compelling, with sales rising year after year, size of the total number of user accounts for the rate of proliferation of all Internet users, the momentum of its development is considerable. In the network environment it can be very timely, effective and comprehensive access for people to relevant purchasing information, which undoubtedly facilitates the majority of consumer's buying demand for apparel products. The improvement of customer's initiative during the transactions in the network also make on-line clothing business face flinty challenges, the rate of lossing customers in online apparel shopping market is much higher than the traditional clothing business model.In the course of buying clothing products online, consumers will get a general perception of the goods and services that the business(website) provides, if this perception is not sufficient to create customer switching barriers, then the customer's conversion behavior will occur with a high rate,the clothing website operators will loss lots of customers, so that the goal of making customers re-buy,that is maintaining customer loyalty will not be realized. Academic community is gradually put customer switching costs' significant role in maintaining customer loyalty as an important research topic, and a large number of studies show that customer switching costs can maintain customer loyalty in directly or indirectly way. But how should online clothing enterprises recognize and grasp the switching costs that customer perceived? To solve this problem, I construct the model of factors of customer switching costs in online clothing shopping market to study the types of switching costs that customers could perceive in current online apparel market and how these types of customer switching costs produce, then provide some suggestiongs for online clothing enterprises' management about switching costs that customers perceive and maintenance of customer loyalty. In the course of the study,first have a theoretical direction of customer switching costs and related factors, customer loyalty and the relationships between customer switching costs and customer loyalty, on the basis of the previous research results and related mature theories,looking for direction to construct the research model and propose research hypothesis.Use network online questionnaire and then a combination of paper-based questionnaire to collect data, and comprehensive use of descriptive statistics analysis, reliability and validity test, factor analysis, correlation and regression analysis and other mathematical statistics to expand empirical analysis, to validate hypothesis and the research model.The results show:in the process of network apparel shopping,switching costs that can be perceived by customers consist of procedural switching costs, financial switching costs, relational switching costs and risk costs; customers' perception of degree of differentiation between websites have significant positive impact on procedural switching costs and risk costs;online convenience and relational switching costs have significant negative correlation; switching experience have a significant negative impact on procedural switching costs and risk costs; site care with procedural and relational switching costs is positively correlated; breadth of sites use with financial switching costs and relational switching costs have significant positive effects;understanding of competitive website have a negative correlation with procedural switching costs and risk costs.Finally, this paper put forward some marketing advice based on the result of the reaearch,clothing website merchants should be targeted in the operation, by different marketing strategies to improve the customers' perception of procedural switching costs and risk costs; Meanwhile, in order to meet customers' demand for convenience and to enhance the customers' perception of switching barriers,corporate should strengthen innovation on website design;Also perfect the implementation of the service system,we should strive to establish and choose the logistics company to fully take into account consumer demand factors, make customers experience the care of the site everywhere;In order to increase consumers' breadth of sites use,carrying out diversification, and sustainable marketing strategies to stimulate the customers' site consumption behavior, aiming to increase customer's conversion barrier. The innovation of this paper is mainly to bring the risk costs into the customer switching costs, focusing on customers' perception of switching costs in the process of online apparel shopping, mainly taking into account the characteristics of the online apparel industry,so make the model structure innovation.And in the refining process of factors that affect customer switching costs,also innovative to join the factors that is online convenience and site care, strive to make the research questions can be more focused and practical reference to sex.