A study of DtoC and sales promotion for apparel

Abstract

　The purpose of this paper is to study the sales promotion of DtoC (Direct to Consumer) through researching the consumer behavior for apparel . The empirical investigation shows the reduction of perceived risk about product quality is likely to have an influence on the purchasing satisfaction. Furthermore, the experience marketing such as live commerce is likely to have an influence on the sales promotion of DtoC. This study suggests the implication for marketing of DtoC and a direction for the future research.