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Apparel purchases constituted one of the fastest-growing segments of e-commerce in China. Thus, theoretical solid and managerial reasons existed to understand better college students' characteristics associated with buying apparel through online shopping platforms. This study investigated motivations for online apparel consumption based on the platform promotional strategies with the factors of discounts, limited quantities, coupons, lucky draws, and gifts influencing student purchase behavior. This study's objectives focused on exploring the current Sichuan college students' online clothing consumption behavior based on their gender, age, and income; evaluating the influence of online shopping platform promotion strategies on Sichuan college students' clothing consumption behavior, and; suggesting the improvement of the promotion strategy of the online shopping platform in the future. 488 questionnaires of Sichuan college students were collected through the online WeChat platform by random sampling in July 2022. The results showed that discounts, promotion time limits, promotion quantity limits, rebates, lucky draws, and purchase gifts significantly impact college students' purchase behavior on online clothing consumption. As a result, this study could provide relevant information for shifting online clothing platforms with those focusing on adopting student purchase behavior.