The Influencing Factors Of Consumer Buying Behavior Under O2O Model

In recent years,the domestic clothing brands have been suffering “shop closing trends”.Taking Metersbonwe for example,the quantity of physical stores reduces sharply from 5220 to 3700,from 2012 to 2015.Meanwhile,lots of international clothing brand achieve a great result in China market,such as Uniqlo,opens 80-100 new physical shops a year in average.The success of Uniqlo involves various factors,but the efficient O2O model exerts a critical impact on it.Therefore,it is very meaningful to study the influencing factor of consumer buying behavior,under O2O model,and then put forward management advice.From O2O model perspective,this text extracted seven influencing factors of consumer buying behavior from a large amount of literature,and then created study model of this article.This research collected the first-hand statistics through questionnaire investigation,and analyzed these data by the SPSS24.0.Firstly,in order to know the feature of respondents,this article has done descriptive statistics analysis.Secondly,to ensure the quality of these data,this paper has gone through reliability and validity analysis.Thirdly,this text does correlation analysis to make sure if the correlation exists between independent variable and dependent variable.Finally,through multiple linear regression,this article explored the effect and effect's level that the factors produced on consumer buying behavior,and inquired into the interaction effect and effect's degree to each other between physical stores and online stores.This article's results reveals that: first of all,online advertising,physical stores,online stores and image of products and services have prominent positive influence on consumer buying behavior,the effect's degree arranging from the largest to the smallest;moreover,the image of consumer,event marketing and corporate image have unremarkable positive influence on consumer buying behavior;finally,the physical stores and online stores can attract customers for each other,and the physical stores works better.According to the conclusion of empirical analysis,this article comes up with four proposals for domestic clothing brand.The innovation of this article is showed in two aspects.The first innovation point is research viewpoint that the paper study consumer buying behavior from the perspective of O2O model,which has little research achievement before.The second innovation point is that has selected creative and pointed factors,which have concerned about clothing industry,with abandoning some traditional factors.