摘要
随着我国经济的迅速发展,电子商务的稳步发展,网购成为了当代大学生购物的首要选择。但由于网购的高风险性和高不确定性,大学生在做出购买行为之前,往往会搜索产品相关信息以及参考其他消费者购物时所留下的图文信息,而在使用得物的过程中,“穿搭精选”则是主要消息来源。在此背景下,本文以在校大学生为研究对象,以得物“穿搭精选”中的外部刺激对四川工商学院大学生购买行为、以及涉入度对购买行为产生正向影响为研究假设,基于购买行为以及刺激-反应理论,对“穿搭精选”的组成要素进行划分,并将其当作自变量,将大学生的购买行为当作因变量,构建得物“穿搭精选”对大学生购买行为影响的研究模型。以四川工商在校大学生为样本,利用在线问卷来收集数据,并对采集到的数据使用SPSS软件加以处理。结果表明“穿搭精选”质量、“穿搭精选”数量、“穿搭精选”评论效价、“穿搭精选”有用性、“穿搭精选”图片信息和文本信息以及商品相关性正向影响大学生的购买行为。在研究分析的基础上,建议电商平台重视“穿搭精选”对企业的价值,利用“穿搭精选”,包括“穿搭精选”质量、“穿搭精选”数量以及“穿搭精选”评论效价等方面,提升消费者体验,降低网购的高风险性和高不确定性。
With the rapid development of China’s economy and the steady development of e-commerce,online shopping has become the primary choice for contemporary college students to shop.However,due to the risks and uncertainties of online shopping,students often look up product information before making a purchase and browse graphic information left by other consumers while shopping,and in the process of using things,“selected dressing”is the main source of information.In this context,this paper takes college students as the research objects,takes the external stimulus in the“selected dressing”of the obtained object on the positive impact of the purchase behavior of college students in Sichuan Technology and Business University,and the degree of involvement on the purchase behavior as the research hypothesis.Based on the purchase behavior and the stimulation-response theory,the study also divides the constituent elements of the“selected dressing”,takes it as an independent variable and the college student’s purchase behavior as the dependent variable,and constructs a research model on the influence of the“selected dressing”on the purchase behavior of college students.Taking Sichuan Technology and Business University students as a sample,the online questionnaire was used to collect data,and the collected data was processed with SPSS software.The results show that the quality of“selected dressing”,the quantity of“Selected dressing”,the validity of“Selected dressing”reviews,the usefulness of“selected dressing”,the image information and text information of“selected dressing”and the relevance of products positively affect the purchasing behavior of college students.On the basis of research and analysis,it is recommended that e-commerce platforms pay attention to the value of“selected dressing”to the enterprises,and use“selected dressing”,including the quality of“selected dressing”,the quantity of“selected dressing”and the review of“selected dressing”to enhance consumer
作者
谌利明
楼佳
Shen Liming;Lou Jia(School of Marxism,Sichuan University of Business and Technology,Meishan,620000 China)
出处
《四川工商学院学术新视野》
2022年第4期115-119,共5页
Academic New Vision of Sichuan Technology and Business University
关键词
“穿搭精选”
购买行为
大学生
"selected dressing"
purchase behavior
college students
