服饰类奢侈品网络购买行为研究

发布时间：2018-01-07 20:27

本文关键词：服饰类奢侈品网络购买行为研究　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,中国经济快速发展,进入新常态。随着人均国民收入和人民生活质量水平不断提高,中国消费者越来越追求高品质生活。中国奢侈品市场消费潜力巨大,新晋消费群体增加,消费逐年攀升。但是,近年来,中国整体经济增速放缓,且在快时尚、互联网等冲击下,传统奢侈品店铺的销售在我国市场面临挑战和压力。早在2008年经融危机时,价格昂贵、消费弹性大且不属于必需消费品的奢侈品行业受到重创。使以往注重线下门店消费体验的奢侈品企业,在销售锐减的重压下开始尝试转变,逐渐摒弃固有的偏见,选择互联网平台进行营销活动。互联网的持续、快速发展,与商业活动结合产生电子商务,影响和改变了消费者的生活习惯和消费方式。网络购物已融入人们生活,成为越来越重要的组成部分。随着电子商务发展的完善及中国奢侈品市场不断扩大和成熟,网络销售奢侈品开始逐渐流行并成为企业全新的获利方式。奢侈品企业越来越重视中国市场。本文通过理论分析、概念界定、研究假设、问卷调研、数据分析和归纳总结,深入研究服饰类奢侈品网络购买行为。从理论回顾入手,在回顾国内外文献的基础上,对奢侈品、网络购买和消费者行为的相关文献进行深入研究和合理的整理。通过文献综述的回顾,结合中国服饰类奢侈品网络营销现状,研究服饰类奢侈品网络购买行为,以恩格尔模型、霍华德-谢斯模型和霍金斯模型为基础,构建服饰类奢侈品网络购买行为模型。结合调查问卷的方式,提出假设,设计问卷,通过SPSS22.0对数据进行深入的分析比较,通过信度和效度分析、因子分析、相关性分析等修正模型。最后,根据研究结论,提出基于消费者奢侈品网络购买行为模型的营销策略。论文分为六个章节,第一章为文章的绪论,阐述研究背景、内容、方法、框架、创新点及意义;第二章为文献综述,研究、整理了奢侈品、网络购买、消费者行为及影响因素的相关文献,为后续研究提供理论支撑;第三章为服饰类奢侈品网络营销发展现状分析,通过对中国消费市场、奢侈品网络营销现状、奢侈品网购平台现状、服饰类奢侈品网购影响因素等的分析,为后续研究提供现实依据;第四章为服饰类奢侈品网络购买行为研究,归纳总结其影响因素,并通过构建模型、提出假设、设计问卷及数据分析,最后修正模型;第五章为基于服饰类奢侈品网购行为模型的网络营销策略,对应第四章所修正的模型,提出相应的营销策略;第六章结论与展望,对研究内容进行总结,指出论文的不足之处以及对今后研究的展望。在对服饰类奢侈品网购行为研究中,笔者将影响因素分为非刺激因素、刺激或投入因素、反应或产出因素。其中,非刺激因素主要为人口变量因素;刺激或投入因素,包含个体影响因素和外部环境影响因素两类;反应或产出因素主要为购买决策过程。通过问卷调研、统计分析数据、验证假设后,研究结论如下:(1)人口变量中,服饰类奢侈品网购行为受消费者的收入、年龄、受教育程度、网购经历、接触奢侈品时间的影响显著;受职业、性别和居住城市的影响不显著。(2)个体影响因素中,态度因素、消费动机因素、情绪因素与服饰类奢侈品网购决策体系呈正相关关系;感知风险因素与服饰类奢侈品网购决策体系呈负相关关系。(3)外部环境因素中,文化因素、产品因素、网购平台因素、配送因素与服饰类奢侈品网购决策体系呈正相关关系。本文通过深入研究服饰类奢侈品网络购买行为,挖掘、分析其影响因素。并根据修正后的模型,从提高品牌知名度和认可度、拓展网上销售渠道、激发购买兴趣、提高购后评价四个角度,提出服饰类奢侈品企业在开展电子商务时对应的具体网络营销策略,具有理论和现实意义。
[Abstract]:At present, the rapid development of economy China, entered a new norm. As the per capita income and the quality of people's life and constantly improve the level of China, consumers are increasingly seeking high quality of life. China luxury market consumption potential, new consumer groups increased, consumption increased year by year. However, in recent years, China the overall economic slowdown, and in fast fashion the Internet, etc. under the impact of the traditional luxury store sales challenges and pressure in the market of our country. As early as the 2008 financial crisis, the price is expensive, the consumption elasticity and does not belong to the essential consumer goods, luxury goods industry has been hit hard. The previous focus on line store consumer experience luxury enterprises began to change in the sales dropped under the weight gradually abandon the inherent bias, selection of the Internet platform for Internet marketing activities. The sustained, rapid development, combined with the business activities of electronic Business, influence and change consumer habits and consumption patterns. Online shopping has been integrated into people's lives, has become more and more important part. With the development of electronic commerce and China luxury market continues to expand and mature, network sales of luxury goods began to become popular and new business profit. Luxury enterprises pay more and more attention to Chinese the market. Through theoretical analysis, concept definition, research hypotheses, questionnaire survey, data analysis and summary, in-depth study of the purchase behavior of apparel luxury products. From the review of the theory in network, based on domestic and foreign literature review of related literature, luxury, online purchasing and consumer behavior research and reasonable arrangement. Through the review of literature review, combined with China apparel luxury products network marketing status quo, purchasing behavior of apparel luxury network, In the Engel model, Howard Sheth model and Hawkins model as the foundation, construction of apparel luxury products online purchasing behavior model. According to the questionnaire, put forward the hypothesis, design the questionnaire, through in-depth analysis on SPSS22.0 data, the reliability and validity analysis, factor analysis, correlation analysis and correction model. Finally, according to the research conclusion, put forward model of consumer purchase behavior of luxury goods marketing strategy based on the network. This paper is divided into six chapters, the first chapter is the introduction, describes the research background, content, method, framework, innovation and significance; the second chapter is the literature review, research, organize a luxury, network purchase, consumer behavior and influence related factors, provide theoretical support for further research; the third chapter is the analysis of luxury clothing network marketing development present situation, through to the Chinese consumer market, luxury goods The status quo of network marketing, online shopping platform of luxury apparel luxury products, analysis of influence factors of online shopping, provide a realistic basis for the following research; the fourth chapter is the clothing luxury online buying behavior research, summed up the influencing factors, and constructs the model, hypotheses, questionnaire design and data analysis, the final correction model; the fifth chapter for the network marketing strategy of apparel luxury products online shopping behavior based on the model, the modified model corresponding to the fourth chapter, put forward the corresponding marketing strategy; the sixth chapter is conclusion and prospect, summarize the research contents, points out the deficiencies and prospects for the future research. In the apparel luxury products online shopping behavior research, the author will influence factors are divided into non stimulus stimulus or input factors, reaction or output factors. Among them, non stimulating factors of population variables; stimulus or input factors, package The influence factors and the external environment of the individual effects of two kinds of reaction; or output is a major factor in the purchase decision-making process. Through the questionnaire survey, statistical analysis of the data, to verify the hypothesis, the research conclusions are as follows: (1) demographic variables, apparel luxury online shopping behavior by consumers' income, age, level of education, online shopping experience. The effect of contact time was significantly affected by luxury; occupation, gender and city of residence is not significant. (2) the attitude of individual factors, consumer factors, motivational factors, emotional factors and apparel luxury online shopping decision-making system is positively correlated; there was a negative correlation between the perceived risk factors and apparel luxury online shopping decision-making system (. 3) the external environmental factors, cultural factors, product factors, factors of online shopping platform, distribution factors and apparel luxury products online shopping decision-making system was positively related to relationship. Through in-depth study of clothing Luxury online buying behavior, mining, analysis of the influencing factors. And according to the modified model, in order to improve the brand awareness and recognition, expand the online sales channels, arouse interest, improve the four aspects of evaluation after purchase, put forward specific network marketing strategy of enterprises in carrying out the corresponding luxury apparel e-commerce with the the theoretical and practical significance.

【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6;F426.86

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