Would You Pay for Image? E-commerce Clothing Purchase Research of Female Undergraduates in China

DOI

10.2991/978-2-494069-31-2_420How to use a DOI?

Keywords

online shopping; stylized clothing consumption; self-image presentation; female university students

Abstract

As online clothing shopping has become more and more common, the results and findings of research into the factors that influence online shopping are increasing, and the attitudes of this group of new generation women towards online clothing consumption are worth exploring. This study focuses on how social media and e-commerce platforms influence female university students' stylized clothing consumption behaviour and the relationship between female university students' stylized clothing consumption and self-image presentation. Questionnaire were conducted with 450 participants. The questionnaire was divided into three parts, including a survey of basic information about Chinese female university students, their ideas about clothing needs and factors influencing their consumption behaviour towards stylized clothing. This research found the influence of advertising factors of e-commerce platforms and recommendation factors of social media on consumer behavior. At the same time, purchasing behavior of consumers is also affected by other factors, such as brand. The study found that e-commerce platforms and social media influence consumers by showing the desired wearing effect, with e-commerce platform advertising being more effective than traditional advertising, while social media is a new marketing trend where consumers are more likely to compare the desired effect, the reference effect and the actual effect to decide whether to make a purchase.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wanchi Yao
AU  - Qingyuan Zeng
AU  - Yingqin Zeng
PY  - 2022
DA  - 2022/12/29
TI  - Would You Pay for Image? E-commerce Clothing Purchase Research of Female Undergraduates in China
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 3585
EP  - 3600
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_420
DO  - 10.2991/978-2-494069-31-2_420
ID  - Yao2022
ER  -