원문정보
초록
영어
Today‘s marketing climate raised a significant challenge for the marketers- finding a marketing solution that’s both economical and efficient when it comes to responding to the ever-changing customer environment. It is important to address the main factors affecting the demand of customers in order to generate the best response. This paper is an attempt to investigate the main factors affecting the demand of the clothing customization products for the online shoppers in retail market in China. GRA (Grey Relational Analysis) and Fisher’s exact test is applied to identify the main affecting factors of online performance of the selected e-commerce clothing customization companies. The results could be the guideline for the online clothing customization companies in terms of improving their online popularity and making further progress in the clothing customization industry.
목차
1. Introduction
2. Literature Review
3. Methodology
3.1 Grey System Theory
3.2 GRA (Grey Relational Analysis)
3.3 Fisher’s Exact Test
4. Data Collection and Results Analysis
4.1 Data Collection
4.2 GRA
4.3 Fisher’s Exact Test
5. Conclusions
References