The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing

With the continuous emergence of global warming and excessive waste resources, especially in clothing industry, sustainable has become a fast-moving consumer goods trend. As necessity life, often sensitively reflects fashion, characteristics times and, for young people, their lifestyle. Intelligent, cultural mainstream development trend industry. Based on theory reasoned action, this research takes online stores as object constructs effect model between e-store image, attitude intention, verifies impact image consumers’ intention two important stages information search purchase. By distributing questionnaires to consumers stores, 823 were finally effectively recovered. The hypothesis was verified using multi-statistical analysis structural equation model. findings showed that consumers, stage, three dimensions which are information, atmosphere convenience, positively affect intention. Meanwhile, purchase enjoyment, uncertainty service, have significant Particularly, plays mediating role different intentions. According constructed model, we should propose these marketing suggestions stores: First all, store operators improve atmosphere, convenience electronic establish enhance consumer’s identity. Secondly, multiple methods, can an unimpeded one-to-one interaction with customers through current popular live broadcast marketing, enjoyment more specifically implement strategies, strengthen sense sustainability.