摘要
通过对消费者网购行为影响因素的总结和理论分析,提出信息采纳与网店形象对服装消费者网购行为的6个研究假设,并构建信息采纳、网店形象与网购行为之间的逻辑模型,选择合适的测量指标,基于问卷调研数据,采用因子分析和回归分析结合的方法进行实证分析。研究结果表明:信息采纳、网店形象、网络口碑和网上品牌体验对网购行为产生正向影响,其中网络口碑和网上品牌体验在信息采纳和网店形象对网购行为影响中起部分中介效应。据此结论,提出增加消费者网购行为的建议。
Six research hypotheses of information adoption and online store image on apparel consumers'online shopping behavior are proposed based on the literature summary and theoretical analysis of the influencing factors of consumers'online shopping behavior,and a logical model among information adoption,online store image and online shopping behavior is constructed.Appropriate measurement indicators are selected based on questionnaire data,and the combination of factor analysis and regression analysis are used for empirical analysis.The results show that information adoption,online store image,online word of mouth and online brand experience have a positive impact on online shopping behavior,among which online word of mouth and online brand experience play a partial intermediary role in the impact of information adoption and online shop image on online shopping behavior.Based on the above conclusion,some suggestions are put forward to promote consumers'online shopping behavior.
作者
吴镓斌
曲洪建
WU Jiabin;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《服装学报》
2021年第4期341-348,共8页
Journal of Clothing Research
关键词
信息采纳
网店形象
网络口碑
服装网购行为
information adoption
online store image
online word of mouth
clothing online shopping behavior
