A Study On The Factors Affecting The Consumption Behavior Of College Students In B2C Mode

The rapid development of electronic commerce has opened a new era of online shopping. At present, B2C and C2C are two main electronic business models for online shopping.The latest relevant data show that the B2C e-commerce market scale growth is significantly higher than C2C. Clothing as the highest proportion of online shopping market, its C2C market will continue to transfer to the B2C market. College students as a group of network consumers with distinct characteristics, which are the most sensitive to the network, and can quickly accept and adapt to the continuous changes in the form of network consumption.On the basis of analyzing the present situation of the development of e-commerce, this paper has expounded the necessity of B2C marketing mode becoming the main way of electronic commerce. Based on summarizing and absorbing the previous research results, this study modified the general model of stimulus response, and established the model of the influence factors of consumer behavior in the clothing network. Through data collection and empirical analysis, the influence of the internal factors and external factors on consumer behavior and the degree of influence are verified. On the basis of empirical analysis, the research provides some suggestions for B2C clothing marketing, such as improving the popularity and reputation of B2C clothing website, strengthening the construction of website security, reducing consumer perceived risk, strengthening the information display of apparel products, enriching the types of clothing, improving service quality, and focusing on the properties of clothing.