Author(s)

Yuling Bai, Cong Li, Jishun Niu

Business School, Beijing Institute of Fashion Technology, Beijing, China.

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.

Online Clothing Brands, Online Shopping, Customer-Perceived Value

Bai, Y. , Li, C. and Niu, J. (2016) Study on Customer-Perceived Value of Online Clothing Brands. American Journal of Industrial and Business Management, 6, 914-921. doi: 10.4236/ajibm.2016.68088.