休闲女装全渠道消费决策机理研究

发布时间：2018-01-05 13:41

  本文关键词：休闲女装全渠道消费决策机理研究　出处：《东华大学》2017年博士论文　论文类型：学位论文

  更多相关文章： 消费决策 全渠道零售 休闲女装 信息显示板

【摘要】：居民消费在中国经济增长中占有重要地位,互联网的兴起与信息技术的发展,带动服装消费市场结构升级与消费习惯转变。中国服装零售企业始终抱有强烈改革意识,在全渠道浪潮到来时,纷纷基于自身情况勇于尝试。企业在运营策略上的持续优化,正是基于对销售业绩与经营利润的不断追求。因此,更好地服务于目标客群并持续激发对方的消费欲望,成为服装品牌企业永恒不变的经营主题,认知消费者对于各类全渠道模式的偏好以及消费决策机理的研究具有重要意义。有关决策心理和决策行为的研究已有不菲学术基础,早期研究以形式模型(Formal Models)为主,后逐渐将研究重心转向过程模型(Process Models)研究,现已发展出多种过程追踪研究方法,成为相关研究具体实施开展的重要工具与路径。20世纪中叶起,诸多学者就消费决策相关问题构建了各种不同的模型,如透镜模型、霍华德—谢思模型、尼科西亚模型、恩格尔模型以及技术接受模型等。这些理论对消费决策研究具有重要意义,对已发生行为的分析论述详尽,并指明后续研究的趋势与方向。因此,本研究基于当前的中国经济形势,针对消费市场零售模式新热点,在前期学者研究基础之上,结合全渠道营销需求,探讨服装消费决策机理。实例以中国服装消费市场上的休闲女装为研究载体,针对目标消费者开展偏好调查与决策机理研究,对消费决策的形成要素以及各要素间的相互关系展开理论研究与解析。主要研究:决策的影响因素、因素相互之间的作用关系以及各因素对整体决策产生的作用等。相关购买决策研究主要针对零售渠道展开,而产品、价格、促销等不作为主要研究对象。主要研究内容包括:⑴休闲女装全渠道模式的消费者偏好针对中国市场上具有影响力的休闲女装零售企业,梳理所采用的全渠道模式,通过问卷调查得知对消费者的吸引力。经因子分析得出3项功能因子:“价格优惠”、“营销激发”与“渠道贯通”。结构方程模型计算结果表明,“价格优惠”的表现优化将提升另两项因子对消费者的吸引力,而“营销激发”对“渠道贯通”也具有类似效果。⑵休闲女装全渠道消费决策的影响指标及影响力基于文献研究与专家访谈,得出影响指标架构及关键指标。通过问卷调查和信息显示板实验,获取休闲女装全渠道消费决策过程数据,基于信息搜索深度将消费者分为三类:浅度、中度和深度搜索者。假设检验结果表明,消费者的搜索深度与搜索模式之间呈显著正相关,信息搜索深度越深的消费者,越倾向于补偿性搜索模式。但研究也发现,尚有部分消费者使用的决策策略无法被已有类型完全归类。⑶休闲女装线上、线下消费决策特征全渠道具有灵活多变的特点,但基本仍由线上、线下这两类相对传统的独立渠道融合而成。因此本文分别对线上和线下渠道开展研究,明晰各自消费决策特征。案例研究以中国休闲女装品牌L为对象,针对目标消费群体开展实证研究。运用因子分析及最优尺度回归模型计算,得出消费者对于案例品牌线上店铺的购买意愿一般,且对消费者购买意愿影响程度从大到小的因子排序依次为“售后”、“选货”、“服务”、“安全”和“消耗”,线上店铺存在较大改进空间。基于AHP(层次分析法)的模糊综合评价分析则发现,案例品牌线下店铺的消费者满意度百分制评分为64.51,属一般水平,也存在一定的改善空间。⑷休闲女装全渠道消费决策机理总结通过对线上、线下零售渠道的分别研究发现,各项消费决策影响指标在这两类渠道中的影响状态存在差异,线上渠道中影响力大于线下渠道的指标有6项,而线下渠道较线上渠道具有较大影响力的指标共有11项。由此,企业在制定全渠道经营策略时应结合营商环境对这些因子给予充分考虑和运用。此外,本文还基于精准营销理论,从目标消费者的决策策略类型、搜索深度以及模式入手,针对“精准定位”、“可度量”和“高效益”三个环节,构建消费者分类及引导体系。研究创新点及特色:(1)研究内容:以消费决策行为视角进行渠道比较,通过调查各项因素间的相互关系,明确消费决策影响因素等,全方位诠释消费决策机理。依据理论结合实践的全渠道形式多样性探索,注重模型的柔性运用与解析,针对服装产品属性的全渠道消费决策机理和应用研究具有较强的现实意义。(2)研究方法:通过信息显示板技术与消费者问卷调查相结合的研究方法,即主客观相结合的研究方法,采集消费者在零售渠道中做出购买决策的相关过程数据,并分别从消费者与品牌企业视角,针对零售渠道顾客满意度分析提出若干研究方案。研究结合了结构方程模型、最优尺度回归模型、模糊综合评价等量化分析方法,探讨全渠道购物环境与消费者原始心理需求存在的差异,并据此提出经营模式优化路径。
[Abstract]:The consumer Chinese plays an important role in the economic growth, the development of Internet and information technology, change the upgrade of apparel consumer market structure and consumption habits. China clothing retail enterprises always have a strong sense of reform in the whole channel wave coming, based on their own circumstances have courage to try. The continuous optimization of enterprises in business strategies. Is the constant pursuit of sales and operating profit based. Therefore, to better serve the target customers and continue to inspire each other's desire for consumption, a clothing brand enterprise eternal theme of business, consumer awareness is very important for the research of all kinds of full channel mode preference and consumer decision-making mechanism. Research on psychology and decision-making the decision-making behavior has a lot of money in the form of early academic basis, research model (Formal Models), after gradually shift the focus of research The process model (Process Models), has developed a variety of process tracing methods, has become an important tool and path of.20 century related research carried out in the specific implementation leaves, many scholars on issues related to consumer decision to construct a variety of different models, such as the lens model, Howard, Xie Si model, Nicosia model, Engel model and technology acceptance model. This theory has important significance to the study of consumer decision-making, detailed analysis of this behavior has occurred, and points out the trend and direction of future research. Therefore, this research is based on the current economic situation China, according to the new mode of retail hot consumer market, on the basis of previous research, combined with the whole channel to explore the marketing demand, clothing consumption decision-making mechanism. Examples of China apparel consumer market on women's leisure research carrier, to carry out the target consumer preference The study of investigation and decision mechanism, form elements and the relationship between the various elements of the research and analysis of the theory on consumer decision making. The main research: factors affecting decision, the interaction relationship between factors and factors of the overall decision-making role. The related research is mainly in the purchase decision of retail channels, and product price promotion, not as the main research object. The main research contents include: 1 the casual consumer preferences for full channel mode Chinese market has influence on the women's leisure retail enterprises, combing with the full channel mode, that appeal to consumers through the questionnaire survey. Through the factor analysis of 3 functional factors: "price concessions", "marketing stimulate" and "channel through". The calculation results of structural equation model showed that the "price" of the performance optimization will raise another two Attractive factor to consumers, and stimulate marketing "to" channel through "also has a similar effect. The influence of women's leisure index interview all channels and influence consumer decision-making based on literature study and experts, that affect the index architecture and key indicators. Through the questionnaire survey and information display board experiment, obtain leisure dress all channels the consumer decision process data, search depth of information consumers can be classified into three types: Based on shallow, medium and deep search. The results show that there was a significant positive correlation between depth of consumer search and search mode, information search depth of the consumers, more inclined to compensatory search mode. But the study also found that there are some consumers use decision strategies cannot be completely classified. The existing types of women's leisure line, has the characteristics of flexible line consumer decision-making characteristics of all channels, But still by the line, line the two compared with the traditional independent channels fused together. Therefore this paper on the online and offline channels to carry out research, clarifying their consumer decision-making characteristics. A case study to Chinese leisure dress brand L as the object, according to the empirical study on target consumer groups. Using factor analysis and optimal scaling regression the model calculation, for the case that consumers brand shop online purchase intention, and the factors of influence on consumer purchase intention from big to small in turn as the "customer service", "goods", "service", "security" and "consumption", the online store has greatly improved space. Based on the AHP (analytic hierarchy the fuzzy comprehensive evaluation method) analysis found that the case under the brand line store consumer satisfaction percentile score of 64.51, which is the general level, there are also some room for improvement. The women's casual wear All channels of consumer decision-making mechanism by summarizing research found online, the line retail channels, the effects of state index influence consumer decision-making in these two kinds of channels are different, the influence of the online channel than offline channels 6 indexes, and the next line of the channel is online channels have greater influence on the index of total 11. Thus, in the development of the whole channel management strategy of enterprises should be combined with the business environment to give full consideration and use of these factors. In addition, this paper based on the theory of precision marketing, from the type of strategy to target consumers, with the depth of search and pattern, according to the "precise positioning", "measurable" and "high efficiency" three links, and guide the consumer classification system construction. Research on innovation and features: (1) research content: from the perspective of consumer behavior channel comparison, through the survey of the factors. The relationship between the consumption of specific decision factors, full interpretation of the consumer decision-making mechanism. On the basis of the combination of theory and practice of the whole channel diversity exploration, flexible application and Analysis on the model, for the full channel consumer decision-making mechanism and application of the clothing product attributes has a strong practical significance. (2) research methods: through study on the method of information display board technology and consumer questionnaire survey combined with subjective and objective, namely a combination of research methods, collecting related data of consumers to make purchase decisions in the retail channel, and separately from the consumer and brand enterprise perspective, according to the retail customer satisfaction analysis put forward some research program. Study on the combination of the structural equation the model, the optimal scale regression model, fuzzy comprehensive evaluation and quantitative analysis method, to explore the full channel shopping environment and consumer demand is poor in primitive psychology According to this, the optimization path of management model is put forward.

【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F426.86;F274
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本文编号：1383383