Comparative Analyses between Consumers’ Actual and Targeted Transaction of Menswear Based on Taobao E-Business

Abstract

This paper introduces two aspects of menswear B2C e-business, i.e. the consumers’ actual-transaction and targeted-transaction. Circumstances of both aspects were researched by online questionnaires and data from Taobao, in order to check if there are some deviations between them and further analyze the detailed difference, reasons, and potential impacts which caused the deviations. Aiming at improving the circumstances of the deviations between target market and real market based on Taobao menswear, the paper gives some practical suggestions, such as online 3D garment system, establishing a database of products and features, improving the credit rating system, and increasing efforts of network marketing.