Customer Journey Model of Fashion Clothing in E-Commerce Market of Generation Y

Abstract

The objectives of this research were to study the customer journey of Fashion clothing segment in E-commerce market and to create the Customer Journey Mapping in order to clarify the result of this study. In order for fashion clothing sellers to use the information to plan, sell products in e-commerce market and the seller of other types of products in e-commerce market able to use the information to reach generation Y customers. The finding showed that the e-commerce customer journey of buying fashion clothing starts when customer was motivated their needs by price, product characteristics and marketing promotion. Customer searches information in relation to fashion clothing from their purchasing experience. They have the selection criteria including price, material, product design and credibility. They also choose the online middle market as their retail store in e-commerce market. Customer’s behavior after their purchase were they will check the quality of product in relation to their spent, compare the product with their expected conditions and assess their satisfaction with product they received. There is the only price of their spent to be the criteria for their assessment. For their loyalty, Customer will repeat their purchase and recommend to the others