Research Of Online Consumer’s Psychology About Fashion Brand

With the development of the Internet, the number of consumers who use Internet to acquire the product information and service has increased constantly. And the apparel websites have become one of the hottest classifications among the numerous online sales products. British market was chosen as the key point of the subject research, because Britain has become one of the countries that have a largest proportion of the Internet users. It is developed degree of Internet and degree of usage has far surpassed many countries. Therefore, it has research value. For the above reasons, researcher explores the online consumer’s consumption psychology about fashion brand, consumer behavior intention and influence factor basic on the case study of British fashion brand Topshop. As a new consumption group, online consumer has different features with traditional consumers. Brand retailer wants to develop online marketing campaign with maximization, and it is important to know the characters of the online consumers and the factors affecting the consumers. This paper studies the online consumer’s consumption psychology and behavior of fashion brand in an online environment.This paper has analytical investigation of online consumer’s consumption psychology and behavior about fashion brand through seven chapters. Through the case study of the fashion brand the author combines the theory with practice to achieve the research objective eventually. In the first chapter, the author illustrates the background and meaning of the research, moreover, explains the research objectives and the innovation of the research, furthermore, research status and the research method. The second chapter is literature review. In this part, the author summarizes relevant theoretical knowledge of the research and analyzes the online consumer’s psychology and behavior characteristics at present; summarizes the shopping needs and motivation of the online consumers, and discusses the behavior characteristics of the online clothing consumers as well as the influencing factors. What’s more, the author emphatically explains the brand and marketing strategy under the view of online consumer’s consumption psychology and behavior. In order to achieve research objectives, chapter three explains the design of research methods, and will carry out by interview and data collection, including research strategy, the method of collecting data and data analysis method, etc. to analyze the research problems. The fourth chapter and the fifth chapter are the research findings and conclusion analysis respectively. The author draws a conclusion by interview and observing evidences that the British fashion brand Topshop brings shopping enjoyment in the aspects of browsing and providing fashion information, which satisfied the modern young women consumers when they choose the retailers of the online brands and also has a positive effect on the consumer behavioral intention, while comparing with another two fashion brands, the author finds the influencing factors that drives the consumers’ brand perception, online shopping attitude and intention of the browse. In the chapter six, through the research of consumer’s consumption psychology and behavior, which combine with summarizing analysis of brand strategy, the author records the application example and finishes the brand-planning strategy of virtual brand, “Miss Hanger’s”. In the final chapter, the author summarizes the results of the research and states the deficiencies as well as the suggestions of future research at the same time.The research has positive meaning to excavate online consumer’s consumption psychology and behavior of fashion brand, and it is also beneficial to develop and innovate online marketing strategy for fashion brand retailers.