Study Of Influencing Factors On Consumer About Online Clothes Shopping-

With the continuous development of China's economy,the advancement of information technology and the popularity of the Internet,the development of the e-commerce market under the Internet economy has also shown a swift and violent trend,which has gradually changed people's traditional consumer shopping patterns.For consumers,online consumption is no longer a fashionable,many businesses are facing a transition from the traditional offline sales model to the online sales model,what to take for the fiercely competitive businesses in the Internet economy environment Effective countermeasures are of great significance.Therefore,this paper theoretically analyzes and empirically analyzes the purchase factors that affect online consumers,and then selects HSTYLE,the head brand under the pure online sales model,as a research case,trying to provide theory for more online sellers.Practical guidance.This article takes HSTYLE consumer as a research case,takes the consumer behavior and technology acceptance model as the theoretical basis,and introduces four kinds of variables such as individual consumer characteristics,corporate marketing stimulation,online shopping external environment and consumer decision-making process.The theoretical model of consumer purchasing factors,the final use of questionnaires,the use of the AHP level analysis of empirical analysis methods,given the impact of HSTYLE consumer purchasing factors influence weight.The analysis showed that:prediction of risk(chromatic aberration,type)is the most important factor affecting the purchase of clothing for the HSTYLE consumer;the reputation of the online store,the user comment(buyer shows,medium and bad news,after-sales service evaluation)are the key factors that affect the clothing purchase;clothing quality(fabric,workmanship),clothing design(color,style,type)and price reduction promotion activities have no significant impact on HSTYLE consumer purchasing behaviorThe framework is structured as following:Chaptery ?,Introduction.This chapter introduces the research background,significance and content of this article.Chapter ?,Literature review.This chapter introduces the related academic research,theoretical model research and mathematical model applied to the online consumer purchasing factors in domestic and abroad.Based on theories and models,the individual characteristics of the consumers,the marketing stimulation of the clothing brand,the external environment and the decision-making process of the consumers are studied,and the TAM Technology acceptance model,the article constructs the purchase factor model of network consumer.Chapter ?,Research and design.This chapter introduces the study of variable and scale formation,questionnaire and survey plan design.Chapter ?,Empirical research.After the questionnaire is collected,the data are tested for reliability and validity.Then,the influential weight calculation of the purchasing factor of the clothing consumer of the HSTYLE is done,and the main results of the study are obtained.Chapter?,Conclusions and Recommendations of the Study.Summary of the Conclusions about the study,analyze the marketing strategy of HSTYLE.Then,this Chapter also discusses the relationship between the consumer and the brand of HSTYLE,and understands the success of the brand,so as to provide the reference for the future development of more online clothing brand.Finally,the article summarizes the shortcomings and provides some suggestions for future research.