The second chapter summarizes the t

The second chapter summarizes the two important characteristics of online shopping clothing. First, customer experience affects consumers' cognitive value and emotional value. A good experience can not only improve consumers' cognition of clothing businesses or products, but also generate positive emotions in the process of experience, thus improving customer satisfaction. Therefore, customer experience affects customers' satisfaction. Second, there are obvious differences between online shopping and offline shopping. The consumer needs to complete the transaction with the clothing business in the virtual environment. Therefore, the consumer must judge whether the clothing business is credible and whether the transaction can be carried out smoothly according to the information they have. The customer experience is not only the process of understanding the information related to the clothing product or service, but also the process of verifying whether the information related to the clothing product or service is real and reliable. The consumer is in the body. In the process of testing, it will judge whether the clothing website or business has credibility. A good experience can enhance consumers' sense of dependence and trust on the clothing business. When consumers have a strong sense of trust in the clothing website or business, the lower the transaction risk they perceive. When the perceived risk is less than the risk tolerance of consumers, they will have strong satisfaction. It can be seen that customer experience affects consumers' perceived trust, and perceived trust determines consumers' satisfaction. Therefore, customer trust plays an intermediary role between customer experience and customer satisfaction. These characteristics can be well analyzed by using technology acceptance model and S-O-R model, that is, the external environment affects the psychological changes of consumers (stimulus-s), while the changes of psychological activities such as customer experience and customer trust (organism-o) will affect customer satisfaction (response-r), so it is more suitable to choose S-O-R model to study customer satisfaction of clothing online marketing.Therefore, based on the research results of Schmitt (1999) and Gefen (2004), the S-O-R model is selected to study customer satisfaction of service online marketing, as follows. (1) the choice of stimulus variables (s) mainly includes three variables: website environment, store information and service quality; (2) the choice of organism variables (s), referring to Schmitt's (1999) theoretical model, includes sensory experience, emotional experience, thinking experience and action experience. CE) and relationgexperience are five variables; the intermediary variable (customer trust) of body reaction, according to the research results of Gefen (2004), customer trust is divided into integrity trust, ability trust and goodwill trust; response variable (R) is the dependent variable, customer satisfaction is selected. See Figure 3-1 for the relationship between variables of S-O-R model.