Online clothing design is very different from traditional store clothing design and other online product designs. Therefore, it is important to study factors such as online visual experience, consumer purchase expectations and behavior for online apparel design. It is proposed that the purchase behavior of online clothing consumers includes four stages, focusing on studying the bottom-up visual stimulus of online clothing elements in the second phase; the consumer’s top-down purchasing expectations in the third phase; and the relationship between buying behavior and visual attention. It is proposed to justify these analyses through eye-tracking experiments and online questionnaire data. The data shows that it is difficult for individual clothing elements such as individual patterns to form a complete emotional cognition. Consumers prefer layered clothing designs. Online clothing consumers’ visual attention is subject to the “Global-Part- Detail” rule, and so on.Since the experimental data of the eye-tracking experiment is consistent with the online clothing questionnaire data, it has guiding significance for clothing design and sales strategy.