Testing and analysis on apparel online consumer behavior

Aiming at increasing return logistics in course of apparel online shopping,chosen B/C company as research subject,the influence relationship between consumer characteristics and consumer behavior was analyzed by means of static test method,and correlation among consumers factors,garment enterprises factors,marketing factors,network factors,perceived risk factors were analyzed.On this basis,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 analysis.All of above-mentioned will provided precision marketing solutions for apparel companies.