A Study On Interactive Marketing Of Network Clothing Brand Impact On Purchase Intention Of Consumer

With the rapid development of network information technology and logistics transportation system gradually improved,the scale of Chinese online shopping market users is still maintained steady growth,the network retail market is still in a prosperous development stage.Online retail market,the most active category for clothing shoes and hats,its online consumers accounted for75.3% of the overall Internet users,which shows the prospect of online shopping marketing development looks good.But as the user growth slows,the period of "e-commerce demographic dividend" ends,it is no longer feasible for an e-commerce enterprise to increase conversions only by buying traffic.E-commerce enterprises need to promote transformation of fine operation.On the other hand,with the popularity of online shopping,consumers become increasingly rational behavior of online shopping.consumers are trying to seek more detailed and comprehensive Internet product information.To provide consumers with a more comprehensive sense of information and more intimate shopping experience will become the focus of network clothing brand.In the theory of Service Triangle,"Interactive Marketing" is used to emphasize the service interaction between customers and service personnel.On the original basis of Service Triangle,this paper emphasizing the use of communication technology in the network interactive marketing,and adding the relevant content of consumer participation.By reviewing the literature and market research,this paper summarizes the interactive marketing platform,interactive marketing content and interactive marketing personnel of the network clothing brand.Through access to literature and senior consumer depth interviews,this paper set up a theory model based on S-O-R model and developed the measurement scale.109 pre-survey questionnaires were collected through internet.Based on these data,exploratory factor analysis iscarried out with SPSS software to filter measurement questions and streamline the model.Through data analysis of preview study,the hypothesis model of this study was finally determined.Interactive marketing is composed of interactive process and interactive quality as exogenous variables and make satisfaction and trust as two mediator variable,discussing the relationship between the interactive marketing and buying intention.321 valid questionnaires were collected from formal investigation through internet.Reliability and validity tests of structural model are verified with SPSS and AMOS software.The model fitting test,model modification and regression parameter estimation are carried out on the structural variance model by AMOS software.Through the empirical study,the conclusions are as follows:(1)Two facets of interactive marketing interaction process and interactive quality are positively influencing purchase intention through trust and satisfaction,and all path parameters are estimated by significance test.(2)According to cluster analysis,the respondents are divided into depth apparel online shopping users and general apparel online shopping users.For general apparel online shopping users,a good interactive quality can enhance its brand of trust and satisfaction.For the depth apparel online shopping users,regulate the interaction process can enhance its brand of trust and satisfaction.(3)Multivariate analysis of variance was used to determine whether demographic variables had different effects on trust and satisfaction.Among them,trust and satisfaction are significantly related with work unit.Respondents who works in independent enterprise and public institution have the highest trust and satisfaction for the network clothing brand.Student groups may be due to more abundant shopping time,experience,have lower trust and satisfaction of network clothing brand.(4)Based on the above empirical analysis,the paper puts forward some suggestions from the point of view of internal marketing and external marketing of network clothing brand.External marketing recommendations are combing the service regulations and the use of live video technology and offline experience shop to deepen interaction with consumers.Internal marketing recommendations are improving the interactive marketing effect through optimizing communication system,training system and supervision system.