| The rapid development of the Internet to promote the development of clothing online shopping market。Online shopping has the characteristics of virtual nature, consumers can not directly contact with the apparel products and shopping guide, etc.,but through the interaction between shopping website, online retailers, online customer service personnel to make decisions.Therefore, in such environment background, online interactive how it affects consumers’ purchasing decisions and consumer psychology has become the focus of marketing scholars. In addition, the trend of clothing consumers from offline to online shopping channels has become more and more significant, multi-channel consumption will become the future trend.First, on the basis of the relevant research literature, we construct the model of online interaction on the relationship quality and consumer channels migration intention, which mainly discusses the interaction between online interaction, the relationship quality, and consumer channels migration intention. Secondly, online interaction contains five dimensions named perceived ease of use, bidirectional, usefulness,responsiveness, customization, relationship quality contains two dimensions named satisfaction and trust. Finally,Using SPSS21.0 complete descriptive Statistics, reliability analysis, exploratory factor analysis, variance analysis and correlation analysis. Using AMOS21.0 complete confirmatory factor analysis and structural equation modeling analysis. The results as follows:⑴ About the impact of the five elements of online interaction on the two dimensions of relationship quality: perceived ease of use has a observably positive effect on satisfaction and trust. Usefulness has a observably positive effect on satisfaction and trust. bidirectional has a observably positive effect on satisfaction,but it does not has a observably positive effect on trust.responsiveness has a observably positive effect on satisfaction and trust. Customization has a observably positive effect on trust,but it does not has a observably positive effect on satisfaction.⑵ About the impact of the two elements of relationship quality on consumer channels migration intention,satisfaction has a observably positive effect on consumer channels migration intention. trust has a observably positive effect on consumer channels migration intention.⑶ Consumers’ characteristics(gender, occupation、education level、monthly income)have significant differences in the online interaction、relationship quality and consumer channels migration intention.Finally, on the basis of the relevant research conclusion, put forward Marketing suggestions. |
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