An analysis of customer satisfaction towards online clothing shopping based on the social support theory

Abstract

Customer satisfaction (CS) is an essential factor determining the success of online clothing retailing. This document tries to analyze factors affecting CS towards online clothing shopping through a systematic study, in a bid to help online clothing retailers improve CS for higher sales. Based on the social support theory, we created a model of factors affecting CS towards online clothing shopping, and conducted a questionnaire survey to obtain customer feedback which was then analyzed through a structural equation model. The analysis results indicate that perceived convenience (PC), social relationship (SR), perceived value (PV), and information interaction (II) exerted favourable effects on CS towards online clothing shopping, and finally CS, as a mediating variable, affected customer loyalty (CL) and purchase intention (PI) positively.