Abstract
Customer satisfaction (CS) is an important factor determining the success of online clothing shopping. 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, the authors 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 sensory experience (SE), quality experience (QE), trust (TR), and recommendation (RE) exerted favorable effects on CS towards online clothing shopping, and CS, as a mediating variable, affected customer loyalty (CL), and purchase intention (PI) positively.
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