The Analysis And Empirical Research On Customer Behavior Of Clothing Digital Media

Along with the Internet technology development, digital media gradually hasbecome into the mainstream media, made the media really becoming a part ofconsumers’ life. The consumer shopping choice is more independent in digital mediaera, also made the network marketing faced with more opportunities and competitive.Clothing—as a necessity in human’s life, which has the rapid increase of networkpurchases, and gained the attention from enterprises and research scholarsincreasingly. So,this research based on digital media’s clothing consumption behaviorhas important practical significance.this paper selects the B2C network shopping pattern, makes clothing salesnetwork as the research object, and collect data from clothing electronic businessenterprise personally. Combining static questionnaire survey and dynamic data miningmethod, analyze consumer factors, clothing enterprise factors, marketing factors,network factors and perceived risk factors on the influence of consumer behaviorunder the network shopping circumstance, when consumers to buy clothing. Analysisof the clothing products combination marketing, classified different consumers withconsumer behavior, and give corresponding marketing strategy and for each type, andfinally makes an empirical analysis in the clothing enterprise.Through the analysis, there’re no significant differences between sex，age，education background and clothing consumer behavior. There’re significantdifferences between occupation, income, computer use year, daily use of network timeand clothing consumer behavior. The costumer factors, clothing enterprise factors,marketing factors, network factors and clothing network consumption have significantpositive correlation. Perceived risk factors and clothing network consumption hassignificant negative correlation. Consumers are divided into four types through staticquestionnaire analysis each of them are rational cautious type, enjoying impulse type, fashion and individuality type, the pursuit of brand type.In dynamic test of consumer behavior, use part of the history Sales Datafrom electronic commerce department of a well-known clothing enterprisesof,and choose a representative variables which can reflect consumers personalinformation and the characteristics of network consumption, to make the date basethis paper need.According to the data mining analysis consumers can be divided intoeight groups, each group of personal characteristics and consumer behavior havesignificant differences.Based on the above test results of dynamic and static, new classification resultsare integrated, and put forward corresponding marketing advice.at the same time,through the data mining analysis, found the rule of combination between Differentproducts, t-shirts and jeans can match with casual dress and formal dress and givevery good effect.The formal shirt, skirt, trousers will be combined with trench coat,coatee. Because of bags and scarves in the chance to be purchased separately isnot high at ordinary times, so suggest the clothing enterprise combination of severalkinds of product to sale, increasing the chances of bag and scarves to buy. The studyresults will contribute to the clothing online marketing enterprises to improve thepertinence and effectiveness of marketing, to promote the application anddevelopment of combination marketing, to improve the enterprise’s sales and profitspace.