网上服装展示对消费者购买行为的影响研究.docx

网上服装展示对消费者购买行为的影响研究
Abstract：
Withthedevelopmentofe-commerce,onlineclothesshoppinghasbecomeaprevailingwayofshopping.Asaconsequence,consumersareexposedtovariousonlineclothingexhibitionsandbecomingincreasinglyinfluencedbythoseexhibitions.Thispaperaimstoexploretheimpactofonlineclothingdisplayonconsumerpurchasingbehavior,andthepossiblefactorsthataffectthepurchasingbehavior.
Introduction：
Sincetheemergenceofe-commerce,onlineshoppinghasbecomeincreasinglypopular,withonlineclothingshoppingbeingoneofthemostcommonlyusedformsofonlineshopping.Oneofthereasonsforthepopularityofonlineclothesshoppingistheconvenienceitprovidesasitenablesconsumerstoshopanytime,anywhere.Moreover,thelargescaledisplayofclothesononlineplatformshasbroughtaboutlarge-scalechangesintheshoppinghabitsofconsumersglobally.Onlineclothingexhibitionshavebeendesignedtoattractconsumersandinfluencetheirpurchasingbehavior.Therefore,thispaperaimstogaininsightintotheimpactofonlineclothingexhibitionsonthepurchasingbehaviorofconsumers.
Body：
1.PerceptionofDisplay：
Thewayonlineclothingexhibitionsarepresentedplaysacrucialroleinshapingthepurchasingbehaviorofconsumers.Thefirstandmostimportantfactorthatcomesintoplayisthevisualimpactofthedisplay.Theappearanceofthedisplaygivesthevieweranoverviewofthecollection,andaninsightintothetrendandfashionstatementbeingportrayed.Consumersareattractedtodisplaysthatarevisuallyappealingandstimulatetheirinterestintheproduct;thisisdonethroughtheuseofimagery,color,layout,andstyle.
Visualappealenhancestheexposureoftheproductandconvincesconsumerstolookfurtherintotheproductcatalog.Incontrast,anunappealingdisplayreducestheinterestoftheconsumer,andhence,maynotleadtoanyfurtherexplorationoftheproduct.Themoreappealingthedisplay,themorepotentialbuyerswillbeinterestedinbuyingtheproduct.
2.UseofSocialMedia：
Socialmediahasbecomeoneofthemosteffectivewaysbywhichbusinessesmarkettheirproducts.Socialmediaplatformsareusedtoexhibitclothes,creatingvisibilityandawarenessandinfluencingthepurchasingbehaviorofconsumers.B