体验视角下的品牌服装重复购买意愿影响因素研究

发布时间：2018-03-29 15:38

本文选题：消费体验　切入点：品牌体验　出处：《浙江理工大学》2017年硕士论文

【摘要】：近年来,电子商务的崛起给实体经济带来巨大冲击,网络消费日益成为中国消费者的重要购物方式。消费者们希望实体零售店不再只是一个交易的场所,还能提供更加丰富的体验。对于企业而言,提高顾客的重复购买率是保持品牌竞争优势的关键,目前,大部分关于消费者重复购买意向影响因素的研究主要集中在感知价值,信任,顾客满意度方面,虽有对体验有所探究,但对消费体验与品牌体验如何共同促进顾客重复购买意向没有较多研究。本文根据服装消费者的购买特征,对消费体验、品牌体验等前人的相关研究进行借鉴,通过实证探究出消费体验、品牌体验对品牌服装顾客重复购买意向的影响关系。首先,本文通过结合品牌服装对重复购买意向相关理论进行探究,精炼出反映品牌服装顾客重复购买意向的关键性变量—消费体验、品牌体验;由于在重复购买决策过程中期望确认、自我一致性与重复购买意向密切相关,而消费体验、品牌体验显著影响期望确认和自我一致性。因此,将期望确认和自我一致性作为中介变量,建立消费体验、品牌体验与品牌服装顾客重复购买意向之间的理论模型,并在该模型的基础上提出假设。其次,对问卷进行收集后,采用SPSS16.0对样本数据进行个体描述性统计分析,并且对原因变量(消费体验、品牌体验)、中介变量(期望确认、自我一致性)和结果变量(品牌服装顾客重复购买意向)进行相关分析,得到初步假设检验。最后,在相关分析结果的基础上,采用AMOS16.0统计软件,对理论模型进行多次检验和修正,最终得到主要结论如下:(1)消费体验的产品体验、时尚体验、服务体验、价值体验可以通过期望确认间接的正向影响品牌服装顾客重复购买意向,消费体验的产品体验、时尚体验、价值体验通过自我一致性间接的影响服装顾客重复购买意向。(2)品牌体验的情感体验、关联体验通过期望确认间接的正向影响品牌服装顾客重复购买意向,品牌体验的感官体验、情感体验、关联体验可以通过自我一致性间接的影响品牌服装顾客重复购买意向。(3)品牌体验中的关联体验不仅可以通过中介变量间接的正向影响品牌服装顾客重复购买意向,也可以直接正向影响。本文以体验为视角,构建并证实了消费体验、品牌体验通过期望确认、自我一致性对顾客重复购买意向的相关理论模型。根据本文的结论,对品牌服装企业如何通过消费体验、品牌体验来影响顾客重复购买意向作出若干营销建议,最后探讨了本研究的不足之处及未来研究方向。
[Abstract]:In recent years, the rise of electronic commerce has brought a huge impact on the real economy, and online consumption has increasingly become an important shopping method for Chinese consumers. Consumers hope that physical retail stores are no longer just a place to trade. For enterprises, increasing the repeat purchase rate is the key to maintain the competitive advantage of the brand. At present, most of the research on the influencing factors of consumers' repeated purchase intention is focused on perceived value. Trust, customer satisfaction, although there is some exploration of the experience, but the consumer experience and brand experience how to jointly promote customer repeat purchase intention, this article according to the clothing consumer purchase characteristics, consumer experience, Brand experience and other related studies for reference, through empirical research to explore the consumer experience, brand experience on the brand clothing customer repeat purchase intention. First, In this paper, we explore the theory of repeated purchase intention by combining brand clothing, and refine the key variables that reflect the repeated purchase intention of brand clothing customers-consumer experience, brand experience; because in the process of repeated purchase decision, we expect to confirm. Self-consistency is closely related to repeated purchase intention, while consumer experience and brand experience significantly affect expectation confirmation and self-consistency. The theoretical model between brand experience and repeated purchase intention of brand clothing customers, and the hypothesis based on this model. Secondly, the questionnaire is collected, and the individual descriptive statistical analysis is carried out on the sample data by SPSS16.0. And the causes variables (consumer experience, brand experience, intermediary variables (expectation confirmation, self-consistency) and outcome variables (repeat purchase intention of brand clothing customers) were analyzed, and the preliminary hypothesis test was obtained. On the basis of the relevant analysis results, using AMOS16.0 statistical software, the theoretical model has been tested and revised many times. Finally, the main conclusions are as follows: 1) Product experience, fashion experience, service experience. Value experience can indirectly positively influence brand clothing customers' repeated purchase intention, consumer experience and fashion experience through expectation confirmation. The value experience indirectly affects the emotional experience of clothing customers' repeated purchase intention through self-consistency, and the related experience indirectly positively affects the brand clothing customer's repeated purchase intention and brand experience through expectation confirmation. Emotional experience, relevance experience can indirectly influence brand clothing customers' repeated purchase intention through self-consistency.) the related experience in brand experience can not only influence brand clothing customers' repeated purchase intention indirectly through intermediary variables, but also influence brand clothing customers' repeated purchase intention indirectly. From the perspective of experience, this paper constructs and verifies the consumption experience, the brand experience through the expectation confirmation, the self-consistency to the customer repeated purchase intention correlation theory model. According to the conclusion of this paper, This paper makes some marketing suggestions on how brand clothing enterprises influence customers' repeated purchase intention through consumption experience and brand experience, and finally discusses the deficiency and future research direction of this study.
【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;F273.2

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