服装数字媒体消费行为分析及实证研究

发布时间：2019-03-31 14:40

【摘要】：随着互联网技术的发展，数字媒体逐渐转变成主流媒体，让媒体真正成为消费者生活的一部分数字媒体时代让消费者购物的选择更加自主，也让网络营销面临着更大的机会和竞争服装——作为日常生活必需品，其快速增加的网络购买量，而日益受到企业管理者和研究学者们的关注所以，研究基于数字媒体的服装消费行为具有重要的现实意义本文选取B2C网络购物模式，以服装网络销售为研究对象，在服装电子商务企业实地搜集数据，采取静态问卷调查和动态数据挖掘相结合的方法，分析和研究网络购物环境下的消费者的购买服装时，消费者因素服装企业因素营销因素网络因素以及感知风险因素对其消费行为的影响用数据挖掘技术的关联规则算法分析了消费经常网购的服装产品之间的组合营销利用聚类算法对有着不同消费行为的消费者进行分类，并针对每一类型提出相应的营销策略，最后在服装企业进行实证分析通过消费行为的静态测试发现，，性别年龄学历和服装网络消费行为两者之间无显著差异，职业收入计算机使用年数每日使用网络时间对服装网络消费者的消费行为有显著差异消费者因素服装企业因素营销因素网络因素与服装网络消费有显著的正相关性感知风险因素与服装网络消费行为有显著负相关静态问卷分析将消费者分为4类分别是理性谨慎型冲动享受型个性时尚型追求品牌型在消费行为的动态测试中，以一家知名服装企业的电子商务部的消费者购买服装的部分历史数据，选择具有代表性能够反映消费者个人信息以及网络消费特性的变量，制作成本课题需要的数据库最后根据数据挖掘分析将消费者分为8个群组，每一群组所反映出的个人特征和消费行为均有明显区别基于以上动静态的测试结果，整合后得出全新的分类结果，并提出相应的营销建议同时，通过数据挖掘分析，发现不同产品间组合销售的规律，T恤和牛仔裤无论是休闲装还是正装均能搭配出很好的效果，正装中，正式的衬衫，西裙，裤子也会被消费者与风衣短西装一起组合购买，由于包和丝巾在平时被单独购买的几率不高，所以建议实证服装企业对这几种产品进行组合销售，提高包和丝巾的购买几率该研究结果将有助于服装网络营销企业提高营销的针对性和有效性，促进组合营销的应用和发展，提高企业的销售额和利润空间
[Abstract]:With the development of Internet technology, digital media has gradually become the mainstream media, so that media really become part of consumer life in the digital media era so that consumers shopping more independent choice. E-marketing is also faced with greater opportunities and competition for clothing-as a necessity of daily life, its rapid increase in the volume of online purchases, and increasingly attracted the attention of business managers and researchers so, It is of great practical significance to study clothing consumption behavior based on digital media. This paper chooses B2C network shopping mode, taking clothing network sales as the research object, and collects data on the spot in clothing e-commerce enterprises. Using the method of static questionnaire survey and dynamic data mining, this paper analyzes and studies the purchase of clothing by consumers under the environment of online shopping. Consumer factor, clothing enterprise factor, marketing factor, network factor and perceived risk factor influence their consumption behavior. The association rule algorithm of data mining technology is used to analyze the combination camp among clothing products which are often purchased online. Marketing uses clustering algorithm to classify consumers with different consumption behaviors. And put forward the corresponding marketing strategy for each type, finally, through the empirical analysis of clothing enterprises through the static test of consumption behavior, found that there is no significant difference between gender, age, education and clothing online consumption behavior. There is a significant difference between the consumption behavior of clothing network consumers and the consumption behavior of clothing network consumers. There is a significant positive correlation between the marketing factors of clothing enterprises and the network factors of clothing network consumption and the network factors of clothing network consumption. The static questionnaire analysis of the negative correlation between sexy knowledge risk factors and clothing online consumption behavior divides consumers into four categories: rational, prudent, impulse-enjoyment-style, personality-style, brand-seeking type, in the dynamic test of consumption behavior. Taking part of the historical data of consumers' purchase of clothing from the electronic commerce department of a well-known clothing enterprise, we choose variables that are representative of consumers' personal information and the characteristics of online consumption. In the end, according to the data mining analysis, consumers are divided into 8 groups. The individual characteristics and consumption behavior reflected in each group are obviously different based on the above dynamic and static test results. At the same time, through the analysis of data mining, we find that the rule of combination sale between different products, T-shirt and jeans can match very well, no matter whether they are casual wear or formal dress. In formal clothes, formal shirts, western skirts, and trousers will also be purchased by consumers and short suits of windbreaker. Since the chances of bags and scarves being purchased separately in ordinary times are not high, it is suggested that empirical clothing enterprises should combine these products to sell these products. The results of this study will help garment network marketing enterprises to improve the pertinence and effectiveness of marketing, to promote the application and development of combined marketing, and to improve the sales and profit space of enterprises.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F426.86

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