服装在线定制对顾客满意的影响机理的研究

发布时间：2018-02-27 11:37

本文关键词： 服装在线定制感知功能价值感知情感价值顾客满意　出处：《武汉纺织大学》2015年硕士论文　论文类型：学位论文

【摘要】：现在服装行业的竞争越趋激烈,如何吸引顾客,并使顾客满意,就成了服装业的零售商成功占领市场的关键。相对于标准化的服装,量身定制的服装更能满足给消费者的需求,带来更高的收益,可随之而来的是付出高额成本。在这种情况下,服装在线定制这一模式异军突起,开辟了一条新的道路。但并不是所有服装运营商通过这一模式都获得了成功,如果不能够满足顾客的核心价值感知,反而投入越大损失越大。这就促使服装业的零售商在经营管理中考虑一个很重要的问题:如何提升顾客在服装在线定制过程中的满意?有关服装在线定制这一领域的研究比较少,而本文则主要是从顾客感知价值的角度,探究服装在线定制对顾客满意的具体影响因素。希望能为服装在线定制的零售商提供一些营销管理建议,为企业提高收益。研究内容主要集中在以下两个方面:第一,服装在线定制对顾客感知价值的影响。顾客感知价值主要是从在线定制服装产品和参与服装定制过程两个方面。在线定制服装产品的功利价值、唯一性价值、自我表现价值和参与服装定制过程的过程享乐价值和创造成就价值这五个维度对顾客感知价值有不同的影响。通过实证数据发现,这五个维度中,唯一性价值和自我表现价值对功能价值/情感价值产生显著影响,而功利价值对情感价值的影响不显著,另外过程享乐价值和创造成就价值对情感价值的影响显著,但对功能价值的影响不显著。第二,在服装在线定制对顾客满意的影响,并引入顾客感知功能价值和情感价值这两个中介变量。通过做回归分析的数据结果表明顾客感知价值的功能价值和情感价值都显著影响顾客满意;功能价值和情感价值仅部分中介了唯一性价值和自我表现价值对顾客满意的影响;功能价值完全中介了功利价值对顾客满意的影响;情感价值完全中介了过程享乐价值和创造成就价值对顾客满意的影响。
[Abstract]:Nowadays, the competition in the garment industry is becoming more and more intense. How to attract customers and satisfy them is the key for retailers in the clothing industry to successfully occupy the market. Compared with standardized clothing, tailor-made clothing can better meet the needs of consumers. The higher the revenue, the higher the cost. In this case, the online customization of clothing is a new pattern. Opened up a new path. But not all clothing operators have been successful through this model, if they can not satisfy customers' core value perception, Instead, the bigger the investment, the bigger the loss. This has prompted retailers in the clothing industry to consider a very important question in their management: how to improve customer satisfaction in online garment customization? There is little research on online customization of clothing, but this paper is mainly from the perspective of customer perceived value. It is hoped that some marketing management suggestions can be provided for online garment customization retailers to improve their profits. The research focuses on the following two aspects: first, The influence of online clothing customization on customer perceived value. Customer perceived value is mainly from two aspects: online customization of clothing products and participation in the process of garment customization. The value of self-expression and the process of participating in the process of clothing customization, the value of enjoyment and the value of creating achievement, have different influences on the perceived value of customers. Uniqueness value and self-expression value have significant influence on function value / emotional value, while utilitarian value has no significant effect on emotional value. In addition, process hedonic value and creation achievement value have significant influence on emotional value. But the impact on functional value is not significant. Second, the effect of online customization on customer satisfaction, The results of regression analysis show that the functional value and emotional value of customer perceived value significantly affect customer satisfaction. Functional value and emotional value only partially mediate the influence of uniqueness value and self-expression value on customer satisfaction, functional value completely mediate the influence of utilitarian value on customer satisfaction. Emotional value completely mediates the influence of process hedonic value and creation achievement value on customer satisfaction.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86

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