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Research on the Influence of Online Shopping Platform Promotion Strategies on Sichuan College Students' Clothing Consumption Behavior

Chao Li


Apparel purchases now constitute one of the fastest-growing segments of e-commerce. Thus, theoretical solid and managerial reasons exist to understand better consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. This study showed that discounts, limited quantities, coupons, lucky draws, and gifts influenced student purchase behavior. The three research objectives are; to explore the clothing consumption behavior of college students in Chengdu, Sichuan; to evaluate the influence of online shopping platform promotion strategies on Sichuan college students' clothing consumption behavior, and to suggest the improvement of the promotion strategy of the online shopping platform in the future.


Online Shopping Platform; Promotion Strategies; Clothing Consumption

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v7i5.6008