Abstract：Along with the development in information and communication technology, the consumption over internet gradually becomes a kind of new expense pattern. The clothing, which is necessity in the people’s daily living, also takes deeply part in transaction over internet, and develops prosperously. As for the major customers, the consumption psychology of the University students mainly guides the marketing effectiveness and the development of the operating space of clothing online. So In-depth studying University Students’ Network of clothing consumer psychology and consumer behavior is important for expanding apparel e-commerce，and leads University Students to set the corrects consumption psychology as well.
Mainly via investigation and analysis this thesis summarizes the character of garment network consumption and the main problem during its development. By consulting available documents and referring to the theories on consumer’s behavior and network consumption, it investigates the garment network consumption. Finally it gives the relevant strategy towards the existing problem.
Key words：garment；network consumption psychology；university students；
Market investigation
目 录
摘 要
Abstract
引 言
一、网络服装消费的现状与优势…（1）
（一） 我国的网络服装消费的现状…………（1）
（二） 网络服装消费的优势…（1）
二、网络服装消费存在的问题………（2）
（一） 研究的对象……………（2）
（二） 网络服装消费存在的问题……………（3）
三、大学生网络服装消费的心理特点及调研分析…………（7）
（一）大学生网络服装消费心理特点的调研分析…………（7）
（二）大学生网络服装消费的心理特点……（13）
四、研究大学生网络服装消费心理特点的意义……………（14）
五、总结……（16）
致谢 …………（17）
参考文献……（18）
附录一………（19）
