Analysis Of Influencing Factors On Fast Fashion Consumer's Channel-choosing Behaviors

As Internet and new communication technologies been used in marketing strategy, consumer has more channels to gain apparel information and purchases apparel products. Meanwhile, the apparel consumer's purchasing behavior becomes more complicated in the multichannel environment. This thesis takes the fast fashion apparel consumer as the research target and takes the EBM model as the logical basis. Based on the study of domestic and foreign relevant references, collecting data through questionnaire, this research analyzed how the apparel consumer choose shopping channels from the Internet, catalog and store at the stage of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior and influencing factors.The thesis firstly illustrates the background, purpose, significance and method of the research. Then the thesis analyzes the basic condition of fast fashion consumer channel choosing behavior and how the brand, location and gender affect their channel choosing behavior. Finally, the thesis reaches a conclusion of fast fashion consumer's channel preference during purchasing process and influencing factors. The research result shows that, Internet has become an important channel for fast fashion consumer to gain information and purchase apparel products. However, different types of fast fashion consumers have different channel preferences at different stages of the purchasing process. Take the purchase decision stage for example:UNIQLO's consumers prefer store channel while VANCL and Mecox Lane's consumers prefer Internet; female consumers more like purchasing fast fashion products through the Internet than male consumers; second-tier city's consumers more like purchasing fast fashion products through the Internet than first-tier city's consumers.This research provides practical referencing significance for fast fashion companies to make efficient marketing strategies and provides considerate service for the consumers.