Research On The Influential Factors Of College Students’Online Clothing Consume Behavior

As the internet is becoming a new way of purchasing commodities, network consumption has become one part of people’s lives. It has revolutionized people’s consumption methods. In this case, clothing e-commerce has attracted the attention of the businessmen in this field.As a group of people among many consumers who purchase goods online, college students can get accustomed to the new way of shopping quickly. Their shopping behavior can influence the public. They are demonstrators of online shopping for the whole society. Traditional stores are not convenient for college students because most of them are far away from universities. However, online shopping provides convenience for them. This thesis aims to analyze the factors affecting university students’ purchasing behavior of clothes sold in online shops.Nowadays, selling clothes online is so popular that how to understand consumers’purchasing psychology and behavior is a key of marketing successfully. University students represents a large group of people shopping online. It is meaningful and sensible to study their purchasing psychology and behavior and the influential factors of their purchasing behavior.This thesis conducts study by theoretical model analysis on college students’purchasing behavior of costume sold in online shops on the basis of studying relative theory on economics, sociology, statistics, marketing and consumer behavior. Besides, this thesis adopts questionnaire survey and data statistic analysis. By applying SPSS statistics software and AMOS structure equation model analysis software, the author analyzes effective influential factors for college students’ purchasing behavior of costume sold in online shops. Finally, the thesis concludes with the main influential factors for university students’ purchasing behavior of online costume and makes some proposals for clothing e-commerce enterprises to design marketing strategies and methods more effectively.This thesis consists of four sections. First of all, it puts forward the main factors affecting consumers’purchasing behavior and college students’characters of shopping online by doing a literature review and constructs the preliminary model to study the factors affecting college students’purchasing behavior online. Then, it completes the model by defining and measuring its variables. Next, the author of this thesis designs a questionnaire and publishes it online to gather answers from college students in Nanchang in order to find the influential factors of their purchasing behavior online. Besides, the thesis compares the impact of these factors on the students’purchasing behavior by applying SPSS statistics software and AMOS structure equation model analysis software to analyze the data. Finally, it concludes with some proposals for clothing e-commerce enterprises who want to develop the college students market.