服装网络消费行为的静态测试与分析

针对目前服装网络购物中日益增加的退货物流，以B/C服装电子商务企业为研究对象，通过静态测试方法，分析了消费者特征与服装网络消费行为之间的影响关系。同时分析了消费者因素、服装企业因素、营销因素、网络因素、感知风险因素与消费心理及行为之间的相关性。在此基础上，运用因子分析和聚类分析划分了服装网络消费者的类型，并通过对应分析明确每一类消费者的购物偏好，为服装企业制定精准性的营销方案提供参考依据。

Testing and analysis on apparel online consumer behavior

Aiming at increasing return logistics in course of apparel online shopping ,chosen B/C compa-ny as research subject ,the influence relationship between consumer characteristics and consumer behav-ior was analyzed by means of static test method ,and correlation among consumers factors ,garment en-terprises factors ,marketing factors ,network factors ,perceived risk factors were analyzed .On this ba-sis ,clothing online consumers was divided into four different types by using factor analysis and cluster analysis ,and consumer shopping preferences of each class were defined through correspondence analy-sis .All of above-mentioned will provided precision marketing solutions for apparel companies .