Impact of e-commerce platform shopping experience on online marketing performance of clothing enterpris : the role perceived value as an intermediary

Abstract

With the development of the global economy and the shift in consumption concepts, people have paid more attention to the design and brand popularity in addition to the price of daily necessities such as clothing. The shopping experience will also play a significant role in influencing customers' willingness to make a purchase. For this reason, it's essential for clothing enterprises to create a comprehensive shopping experience that serves the needs of premium consumers. This strategic approach prevents them from becoming ensnared in the cycle of "price wars," which, in turn, has the potential to significantly enhance both corporate performance and brand value. This, in effect, infuses renewed vigor into the ongoing growth of businesses in a sustainable manner. The empirical analysis showed that the shopping experience of the e-commerce platform had an impact on the online marketing performance of clothing enterprises; Perceived value had an impact on the online marketing performance of clothing enterprises; Perceived value could play a mediating role between the shopping experience of e-commerce platforms and the online marketing performance of clothing enterprises.