摘要
围绕着实体店卖场改造亦或卖场场景规划如何结合消费需求、消费者购物心理以及体验等诸多问题,针对女装品牌卖场,本文基于沉浸理论探究店铺体验对女性消费者产生的影响。通过理论梳理提取出女装品牌4个卖场特性,结合刺激-机体-反应理论(简称S-O-R模型),构建出沉浸体验对消费者的影响研究模型。研究过程运用案例调研问卷法、因子分析、验证性因素分析和结构方程模型检验进行实证分析。研究结果表明:女装品牌卖场审美性对消费者沉浸体验促进作用最强,其次是享乐性和交互性;沉浸体验正向影响消费者的认知反馈与行为反馈,并在女装品牌卖场对消费者购物影响中具有中介作用。
Focusing on how to adapt the physical store renovation or store scenario planning to the needs,shopping psychology and experience of consumers,the influence of store experience in women’s clothing stores on female consumers was studied based on flow theory.After theoretical review,four characteristics of women’s clothing stores were extracted,and the research model of the impact of flow experience on consumers was constructed by referring to the stimulus-organism-response theory(S-O-R model for short).The case investigation questionnaire method was used in the study process,and factor analysis,confirmatory factor analysis and structural equation model test were used for empirical analysis.The results show that the aesthetics of the women’s clothing stores contributes to the consumer’s flow experience most,followed by enjoyment and interactivity.Flow experience positively affects consumers’ cognitive feedback and behavioral feedback,and acts as an intermediate in the impact of women’s clothing stores on consumers shopping behavior.
作者
王安琪
穆芸
张佳欣
霍荣誉
于琛琪
WANG An-qi;MU Yun;ZHANG Jia-xin;HUO Rong-yu;YU Chen-qi(School of Fashion,Dalian Polytechnic University,Dalian 116022,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2020年第3期69-77,共9页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
关键词
女装品牌卖场
沉浸体验
消费者认知
消费者行为
women’s clothing stores
flow experience
consumer cognition
consumer’s behavior
