Abstract:

In order to learn customers decision factors of entity retailers of lady casual wears and the correlation among the factors, and provide a solution for the enterprise to learn the target customers and adjust retail channels accordingly, 13 key indexes for the customers decision factors of entity retailers were concluded by the expert interviews and on 4Cs marketing theory. 244 lady casual wears consumers'preferences on the key indexes were invested by the questionnaire survey. Three factors of Product demand, Security service and Effortless decision-making were extrated by the principal component analysis. The structural equation model was used to analyze the correlation among the factors, and the result shows that Product demand has positive influence on Security service and Effortless decision-making, respectively, while Security service also has positive influence on Effortless decision-making. 

Key words: lady casual wear, entity retail management, consmer behavior, structural equation model