TITLE:
Study on Customer-Perceived Value of Online Clothing Brands
AUTHORS:
Yuling Bai, Cong Li, Jishun Niu
KEYWORDS:
Online Clothing Brands, Online Shopping, Customer-Perceived Value
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.6 No.8,
August
31,
2016
ABSTRACT: The
development of network information technology and the acceleration of people’s
pace of life have caused online shopping to become an indispensable part of the
lives of many consumers. Chinese online clothing brands have rapidly grown in
this context. First, this paper introduces the development situation of Chinese
online clothing brands and proposes that customer-perceived value may affect
brand competiveness. Second, this study designs questionnaires and conduct a survey
of customer-perceived value of online clothing brands based on the literature
review and obtains the scale of customer-perceived value based on online
shopping. Finally, strategies and measures that could be adopted to enhance the
customer-perceived value during the development process of online clothing
brands are proposed.