Research On The Consumer Behavior Of Women’s Fashion Vertical E-commerce Websites

In recent years, modern women’s economic consumption level has continued to improve. Many e-commerce websites which targeting female consumers continue to emerge, female consumers get more attention than before. In this background, the paper from the angle of communication studies, based on examples, trying to figure out the behavioral characteristics and influencing factors of women’s fashion vertical e-commerce websites.The women’s fashion vertical e-commerce website is a new concept and has not been defined clearly. In order to define it, I consulted lots of references. This paper choose three typical websites——Jumei,VipShop and Mogujie, combining communication theories, to summarize the behavioral characteristics of women’s fashion vertical e-commerce website. For example, consumers aim to get access to cheap and high quality goods, consumers pursue timeliness and convenience, they pursue symbolic consumption, keen to buy goods for the family for self-expression and female consumers are prone to emotional consumption, etc.The women’s fashion vertical e-commerce websites have these features. There must be some influencing factors. This paper is trying to figure out the influencing factors and give practical examples to prove. On the basis of consumers’ behavioral characteristics and influencing factors, proposing proper suggestions for women’s fashion vertical e-commerce websites.