Abstract:

In order to provide the apparel online stores with targeted optimization schemes, customers' decision strategy on apparel online retail channels were studied. Consumer decision-making indicators were built from the perspective of 4Cs marketing theory, determining the final index by expert interviews. Five sections scale questionnaires were used for collecting consumers’ satisfaction on each index and the purchase intention of the case brand’s Tmall store. 5 decision factors were extracted by factor analysis and the regression equations of consumer purchase intention were obtained by optimal scaling regression. Results showed the purchase willingness of consumers in the case store were modest and the store could be improved. 5 decisions factors had positive effects on the purchase intention of consumers, in which the after-sales service, and the product selection had significant effects, while the performance of the case store in safety could be improved.

Key words: apparel, online retail, consumer decision, factor analysis, regression analysis