Online Shopping Behavior in Case of Apparel Product: Comparative Analysis between Japanese and Chinese University Students

With the increasing popularity of the EC (e-commerce) market, more and more consumers' consumption approaches have shifted from physical stores to online shopping. Due to the different popularity of networks in various countries, there are also differences in the products and frequencies of online purchases. At the same time, the network usage rate of the young people in Japan and China has reached more than 90%, with college students around 20 years old accounting for the highest percentage. Therefore, this paper focused on the college students’ online purchase of clothing, and compared the consumption behaviors of Japanese and Chinese college students to explore the characteristics of Japanese and Chinese college students' consumption behaviors. After summarizing the theoretical research in the past, based on the online sales of clothing, we conducted a questionnaire survey among college students in Japan and China from the perspective of Marketing Mix. The results show that when the college students in Japan and China purchase clothing, there was a big difference in ① purchase channel, ② commodity price, ③ commodity quality and ④ network comments.