女装消费者网购意愿影响因素研究

发布时间：2018-03-19 17:20

本文选题：女装　切入点：网购意愿　出处：《西安工程大学》2015年硕士论文　论文类型：学位论文

【摘要】：探索女装消费者网购意愿的主要影响因素是促进女装电子商务发展的重要前提,但是缺乏针对性研究。电子商务蓬勃发展,提高经济效益,带动各行业的发展,尤其是服装电子商务的发展。女装是服装电子商务的主要内容,促进服装电子商务的发展,研究女装消费者的购买意愿影响因素,正是本研究的出发点。本研究以S-O-R模型为理论基础,运用文献研究法、访谈法、问卷调查法、统计分析法,对女装消费者网购的主要影响因素进行实证研究,提出女装消费者网购的主要影响因素及其关系,构建女装消费者网购意愿影响因素模型,提出研究假设,运用结构方程模型,通过实证研究女装消费者网购意愿的主要影响因素。模型创建阶段,运用文献研究法,对相关消费者行为理论模型进行综述,在女装网站、女性消费者心理研究的基础上,结合专家访谈,最终得到本研究的理论基础,确定女装消费者网购意愿的主要影响因素,刺激因素有信誉、网站设计、顾客服务、服装质量、服装价格,机体因素有情绪和感知风险,反应因素是购买意愿,运用S-O-R模型,并提出模型的13个研究假设,对变量进行定义与测量,最终提出以结构方程模型表达的女装消费者网购意愿影响因素理论模型。调研设计阶段,采用问卷调查法,运用李克特7级量表,参考前人成熟的量表,设计问卷,预调研后完善问卷,确定本研究正式问卷,针对研究内容进行科学抽样调查,针对调查数据,进行统计分析,对本研究假设进行实证分析。实证研究阶段,运用统计分析法,对正式调研数据运用SPSS19.0和AMOS17.0对数据进行样本和模型分析。实证研究结果得出,对于女装消费群体,顾客服务对情绪的影响不大;各变量都直接或间接的影响女装消费者的购买意愿。针对实证结果的分析讨论,本研究结论如下:(1)该模型通过了实证检验,说明本模型具有一定的理论与实际应用价值,S-O-R模型适合女装消费者网购意愿影响因素的研究,为服装网站的发展提供了理论参考依据,并揭示了女装消费者网购意愿主要影响因素及其相互作用关系。(2)顾客服务对情绪的影响不大。这有别于传统业态的观念。(3)女装消费者网购意愿主要影响因素:信誉、网站设计、顾客服务、服装质量、服装价格,不同程度影响女性消费者的情绪反应和风险感知,通过情绪反应和风险感知,最终影响女装消费者的网购意愿。研究结论有助于促进女装电子商务的发展,指导女装企业从更深层次把握电子商务发展的机会,获取更多的信息,进而提升自身电子商务的绩效。
[Abstract]:To explore the main influencing factors of women's clothing consumers' desire to buy online is an important prerequisite to promote the development of women's wear electronic commerce, but there is a lack of targeted research. The vigorous development of electronic commerce, the improvement of economic benefits, and the development of various industries, In particular, the development of clothing e-commerce. Women's wear is the main content of clothing e-commerce, promote the development of clothing e-commerce, study the influence factors of women's clothing consumers' purchase intention, This study is based on S-O-R model, using literature research, interview, questionnaire survey, statistical analysis, and empirical research on the main influencing factors of online shopping for women's wear consumers. This paper puts forward the main influencing factors and their relations of women's wear consumers' online shopping, constructs the model of influencing factors of women's clothing consumers' online shopping intention, puts forward the research hypotheses, and applies the structural equation model. Through the empirical study on the main influencing factors of women's clothing consumers' online shopping willingness. In the stage of model establishment, this paper summarizes the relevant consumer behavior theory models by using the literature research method, on the basis of women's clothing websites and women consumers' psychological research. Combining with the expert interview, finally get the theoretical basis of this study, determine the main influencing factors of women's clothing consumers' online shopping willingness, stimulating factors are credibility, website design, customer service, clothing quality, clothing prices, There are emotional and perceived risks in the organism, and the reaction factor is the willingness to buy. The S-O-R model is used, and the 13 research hypotheses of the model are put forward to define and measure the variables. Finally, the paper puts forward a theoretical model of influencing factors of women's clothing consumers' online shopping willingness expressed by structural equation model. In the stage of investigation and design, the questionnaire is designed by using the method of questionnaire survey, using the Richter scale, referring to the mature scale of predecessors, and designing the questionnaire. After pre-investigation, the questionnaire is perfected, the formal questionnaire of this study is determined, the scientific sampling survey is carried out for the research content, the statistical analysis is carried out for the survey data, and the empirical analysis is carried out on the hypothesis of this research. In the stage of empirical research, the statistical analysis method is used. SPSS19.0 and AMOS17.0 are used to analyze the formal survey data. The empirical results show that customer service has little effect on emotion for women's clothing consumers. All variables directly or indirectly affect women's clothing consumers' purchase intention. According to the analysis and discussion of empirical results, the conclusions of this study are as follows: 1) the model has passed the empirical test. It shows that this model has certain theoretical and practical application value. The S-O-R model is suitable for the study of influencing factors of women's clothing consumers' online shopping intention, which provides a theoretical reference for the development of clothing websites. It also reveals that the main influencing factors of women's clothing consumers' online shopping willingness and their interaction. 2) customer service has little effect on emotion, which is different from the traditional concept of online shopping. This is different from the traditional concept. 3) the main influencing factors of women's clothing consumers' online shopping willingness are: credibility, website design, etc. Customer service, clothing quality, clothing price, affect the emotional response and risk perception of female consumers in varying degrees, through emotional response and risk perception, The conclusion of the research will help to promote the development of women's wear e-commerce, guide women's clothing enterprises to grasp the opportunities of e-commerce development from a deeper level, and obtain more information. And then improve the performance of their own electronic commerce.
【学位授予单位】：西安工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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