Study On The Influencing Factors Of Customers Choosing Online Apparel Customization

The new breakthrough in garment production technology has made the Internet clothing shopping new progress,making online clothing customization started by enterprises and entering the life of consumers.In order to grasp the new trend of the development of the garment industry,the merchants engaged in online clothing customization should grasp the factors that consumers should take into consideration in this way,and make reasonable production strategies to improve the development of enterprises.In consumer behavior and the network marketing on the basis of relevant theories,such as the online clothing customization and network clothing consumption in the related literature,reference related thesis research,put forward the factors that affect the consumer online clothing customization,concrete can be divided into psychological factors,product factors and business factors in three dimensions,by means of questionnaire investigation to the target consumers,to obtain the data of research.The reliability and validity of the questionnaire were also tested with the analysis of descriptive statistical analysis by SPSS21.0.Then,the data utilization factor analysis is used to achieve the goal of reducing dimension,and the common factor is extracted.Then,the relevant analysis method was used to verify the correlation between the extracted common factors and consumers' online clothing customization behaviors.Finally using the regression analysis of various factors on consumers' online clothing custom behavior study and analysis,the influence degree of the according to it is concluded that the influence of the significant factors of consumer online clothing customization consumption behavior,to engage in online clothing customization of merchants to provide relatively feasible marketing strategies.To the merchants engaged in online clothing customization business from internal demand,business services,logistics service,product properties and five puts forward the marketing countermeasures of external demand,respectively,to cater to consumers' internal needs;Improve the service quality of online clothing customization merchants;Improve the logistics service level of online clothing customization merchants;Enhancing the competitiveness of commodities;Stimulate the external demand of consumers.