Influences of Product Characteristics and Service on Consumer Satisfaction with Purchasing Clothing Online

This paper mainly analyzes the influences of product characteristics and service on consumer satisfaction with online clothing purchasing and hopes to provide some references for online clothing retailers to improve consumer satisfaction. In this paper, divide service into two parts: online clothing retailer’s service and logistics service and put forward related sixteen hypotheses. Then design and carry on questionnaire survey focusing on 300 undergraduate and graduate students with experience of purchasing apparel online. Through making correlation analysis and regression analysis about 246 valid questionnaires, hypothesis are all supported and product characteristics and service really have significant positive influence on consumer satisfaction. Online clothing retailers take actions from thirteen factors clothing product characteristics and service include to increase consumer satisfaction. Limited by the sample and the product, the conclusion’s using range needs further improvement.