With the rapid development of the Internet,network marketing as a new marketing model has been developed rapidly,clothing as a major mainstream category of consumer necessities has already boarded the major network sales platform.When online shopping becomes a common consumption mode,the disadvantages of online shopping gradually appear.The contradiction between clothing network sales and traditional physical store sales intensifies and the market competition becomes more and more exciting.How to enhance consumers’ willingness to buy clothing on the Internet has become an important part of the development of clothing network sales industry.As the capital of Mongolia,Ulaanbaatar is an economic,political,and cultural gathering place,and more than 60% of Mongolia’s network users are gathered in Ulaanbaatar.Therefore,for Mongolia,its online clothing consumer group is also mainly concentrated in the city of Ulaanbaatar.To promote the development of Mongolian clothing network sales industry,we should mainly take Ulaanbaatar online clothing consumer group as the research object.Therefore,this paper focuses on the factors affecting the consumer’s purchase intention in Ulaanbaatar clothing network,and explores how to improve their purchase intention,which provides a reference for the development of Mongolian clothing network sales.Based on the literature research,the author selects four factors that mainly affect the purchase intention of online clothing consumers in Ulaanbaatar city,including clothing type,clothing price,brand effect and packaging design.The results of the study are as follows:Clothing types,clothing prices,brand effects,packaging design on the Ulaanbaatar clothing network consumer purchase will have a certain impact,clothing can be dry-cleaned,the dirtier,the plainer color,the lower the price than offline,the more clothing brands,the trendier,the higher the corresponding consumer’s purchase intention.Among them,gender has a certain regulatory effect on the relationship between clothing price and brand effect and consumer purchase intention.Women are more sensitive to brands and relatively less sensitive to prices.Through the verification of the regulatory role of network transaction security,it is found that network transaction security only plays a regulatory role in the relationship between clothing price and clothing network consumer’s purchase intention.The regulatory role between clothing type,brand effect,packaging design and clothing network consumer’s purchase intention is not obvious.Based on this,this study gives some suggestions to enhance the consumers’ willingness to purchase from the perspective of improving the security of online trading,formulating reasonable price strategy and strengthening the market segmentation of clothing network sales,so as to provide a reference for the development of clothing network in Ulaanbaatar.