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Online Information and Consumer Purchase Behavior

Online Information and Consumer Purchase Behavior

Market research firm DDMA published a study on the influence of online information on consumer behavior.

Some highlights from the study:

- 59% of female Shanghai consumers who bought medium to high end apparel stated that information collected online had the greatest influence on their purchase decision in terms of bran or style purchased

- Taobao was by far the dominant source of information for online shopping

- Liba was the most popular BBS site

- Females under 35 were the most likely to rely on online information to influence purchase decisions

Download the report here:

DDMA_China_Online_Impact_Report_Branded_Fashion_Chapter

 

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