Research on the Influence of Online Shopping Platform Promotion Strategies on Sichuan College Students' Clothing Consumption Behavior
Abstract
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.
Keywords
Full Text:
PDFReferences
Meng Q. (2019). On the Influence of Price Reduction and Promotion on Consumers' Brand Choice [J]. Modern Marketing (Information Edition). Vol 6, p.247-259.
Zhang C. (2010). Analysis of marketing management of safe agricultural products based on consumer behavior audit. Business Research. Vol 12, p.112-116.
Lei D. (2010). Research on the Influence of Price Promotion Strategies on Renewal Purchase Behavior of Durable Consumer Goods. Electronic Commerce. Vol 10. P.19-20.
Li W. (2016). On the Consumption Characteristics and Marketing Countermeasures in the Network Environment. Science and Technology Innovation Herald. Vol 13(31), p.174-175.
DOI: http://dx.doi.org/10.18686/fm.v7i5.6008
Refbacks
- There are currently no refbacks.
