An Empirical Research On The Influencing Factors Of Clothing Consumer Behavior Online

The emergence of the internet makes online shopping arise. According to the recent years' survey results of online shopping, clothing gradually become hot commodity online. Purchasing apparel online had moved up to number one until June 2008, with the clothing becoming the first commodity of most purchasers. Compared with the traditional sales methods of clothing, the advantages and characteristics of selling clothes online have appeared. For instance, it enhances the initiative of customers, expands the range of choices, and makes the consumption more rational.According to the development of the current apparel consumption, this paper amends the common S-O-R model, and makes the influencing factors model of clothing consumers' behavior online on the basis of summing up and assimilating the results of previous studies. This paper focuses on the influence research of retailer factors, perceived risk, consumer factors, the network factors and demographic characteristics and the influence degree of them.The dates are collected by filling out the questionnaires through the network or on-site. We analyze the dates from the 233 questionnaires which were collected before by SPSS17.0. The analysis results show that consumer, retailer, internet factors have a significant positive correlation with consumers' intentions; perceived risk have a significant negative correlation with consumers' intentions; retailer and marketing factors also have a significant correlation with consumers' behaviors;?retailers factors on the impact of consumer behavior also affected by the impact of consumer intentions.According to the results of empirical analysis, we also make some suggestions for apparel retailers online. They should well understand the consumer's personal characteristics, lock on its target customers, and build data files of customer. They also should maintain their own good image by increasing the credibility, setting a competitive price and describing the clothing information accurately. They must do their best to offer the quality services, such as the perfect guidance and counseling, friendly interface, and practical navigation which is easy to search for information and operate. The last but not least, apparel retailers have to actively deal with a series of problems from consumer's dissatisfaction after sales.Apparel consumption online is growing up, some related theories lag behind. We hope the research makes a contribution to this area. We also look forward to the reference value for apparel retailers when they make the marketing strategy. Restricted by time and personal capacity, the insufficiencies in this paper are to be developed.