摘要
互联网时代,鞋企要想长远的发展,必须深入了解消费者的购物心理,改进目前的营销模式和手段,才能适应全民全网社会。在就线上线下鞋品问题对消费者进行了满意度问卷调查后,结果显示:很多消费者虽然担心线上购买鞋品可能不合脚,但还是会因为线上购物的快捷和价格的优势而选择线上购买,对线上鞋品的满意度是一般满意;而选择实体店购买鞋品的消费者主要是因为在实体店可进行试穿体验,最终对线下鞋品的满意度是比较满意;随着互联网的发展,75%的消费者愿意加大线上购买鞋品的力度。
In the internet age, to obtain longer-term development, shoe companies must have a thorough understanding of consumer shopping psychology, and improve the current marketing mode and means to adjust to the entire network era. In this study, a survey is conducted to investigate the consumers' satisfaction on online and offline footwear. The results show that although many consumers worry about the unfit footwear purchasing online,the convenience and competitive price on online shopping make them select the online purchase, and they are generally satisfied with their product. The costumers make a choice to buy shoes in physical stores because they can be tried in stores, the ultimate satisfaction of the shoes under the line is relatively satisfied. About 75% of consumers are willing to increase the proportion of online shoes purchase with the development of the Internet.
出处
《浙江工商职业技术学院学报》
2017年第4期12-15,共4页
Journal of Zhejiang Business Technology Institute
基金
浙江工贸职业技术学院课堂教学创新项目"‘微课题’融入<男鞋产品生产与控制>的课堂教学探索"阶段性研究成果
关键词
线上
线下
鞋类产品
满意度
online
offline
footwear
satisfaction
