Abstract
This study evaluated the factors influencing loyalty to an online clothing shop among college students. A survey was first conducted, and responses were compared. The main factors were identified and screened, and a sample of college students was selected. Likert-scale questionnaires were distributed, and the scores were calculated. The total score associated with the attitude of each respondent was ultimately determined. The strength of the respondents' attitude towards each topic was extracted and calculated, and the results were measured to determine the factors affecting loyalty to online clothing shops among college students. The top three influencing factors identified were as follows: the prices of the items sold by clothing stores, the fashion popularity of clothing, and clothing comfort. Compared with the female respondents, the male ones paid more attention to the matchability of clothing in stores and the fashion popularity of the goods sold. Compared with the males, the females paid more attention to clothing comfort, quality, the merchant's logistics speed and customer service attitude.