Empirical study on consumer sentiment affecting clothing purchase decision

As the time of sentimental consumption arrives,the sentimental consumption behavior of consumers has drawn more and more attentions from the garment industry.The purposes of this article are to study the factors affecting consumer sentiment on the retailing market.Structural Equanon Modeling(SEM),widely used in sociology,economics and psychology,and data analysis software SPSS12.0,and market survey results are used to verify the adaptability of 7Ps marketing theory in retailing market.A quantative model of consumer sentiment affecting clothing purchase decision is developed,and an assumption results of main elements is made.Corresponding marketing proposals are put forward based on the controllable factors on the market.This research provides a guidance line for the garment industry to improve sales performance.