Analysis on Female Clothing Consumer Behavior under E-Commerce Environment

Chosen clothing's online shopping behavior of female consumers as study object,questionnaire was carried out from March to May,2010,which was on target online shopping people,information source,purchase decision making style,frequency,experience,clothing sorts,payment,satisfaction and so on.By using SPSS statistical software,result shows that female college staff between 19 and 35 years old with monthly income below 3000 RMB are the main people of clothing shopping online.Their shopping style tends to be economic and they express a generally satisfaction.The main aspects of dissatisfaction focus on clothing quality,display and description,fitting,logistics,credit,after service and so on.Last,some suggestions are given to salesmen and managers.on,for example,how to select sales occasion,promotion,improve fitting technology,increase the credit of salesman and improve logistics system.