| The 21st century is the era of globalization. The popularity of the Internet makes online shopping getting closer to people's lives, and apparel network marketing has become one of the new sales models. However, compared with the traditional model, online apparel purchase lacks of a complete sensory perception of product information. Consumers only have direct access to the visual perception, but no actual contact with the apparel merchandise, which is a major resistance constraining the development of apparel online sales. Therefore, how to display the apparel is a very important strategy for apparel online marketing. Online apparel display for consumers is not only visual stimuli but also a service experience.Based on the actual situation of domestic apparel sales site, this paper focused on the factors of online apparel display form and their correlations, and studied their impact on consumer purchasing decisions. The main research content includes the following three aspects:(1) Through literature review and research, it established an evaluation system of online apparel display and consumer purchasing behavior, and proposed model assumes.(2) Using both eye-tracking experiments and survey, it found out the factors that impact consumer behaviors.(3) It created a virtual online platform for buying and evaluation, which incorporated the factors of online apparel display form. Through these virtual experiments, it verified the factors that influence consumer buying behavior of online apparel display form.Through the above analysis, this paper suggests the following conclusions:(1) According to principles of visual processes, combined research and literature review, it established the constituent elements system for online apparel display, and divided the apparel online fashion show into three parts:product display, products information display, overall layout display.(2) According to the "stimulus - response" model, it established an online fashion show evaluation system, and verified three model assumes:①Online apparel display changes play a significant role on the consumer online purchasing behaviors.②Online apparel display includes a number of factors, and the various factors have different impacts on consumer purchasing behavior.③Those factors are independent and irreplaceable.(3) Through eye-tracking experiments and survey, online apparel display form factors were screened, and 22 important factors were screened out, including live models show, graphic display, dynamic display and so on.(4) Through virtual and evaluation experiments, it verified the accuracy of the filter out constituent elements of online apparel display. The experiment itself enriches apparel marketing research methods, and its results add value to the theories of marketing and brand strategy in the garment industry. |
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