本文關(guān)鍵詞：休閑女裝全渠道消費(fèi)決策機(jī)理研究　出處：《東華大學(xué)》2017年博士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 消費(fèi)決策 全渠道零售 休閑女裝 信息顯示板

【摘要】：居民消費(fèi)在中國(guó)經(jīng)濟(jì)增長(zhǎng)中占有重要地位,互聯(lián)網(wǎng)的興起與信息技術(shù)的發(fā)展,帶動(dòng)服裝消費(fèi)市場(chǎng)結(jié)構(gòu)升級(jí)與消費(fèi)習(xí)慣轉(zhuǎn)變。中國(guó)服裝零售企業(yè)始終抱有強(qiáng)烈改革意識(shí),在全渠道浪潮到來(lái)時(shí),紛紛基于自身情況勇于嘗試。企業(yè)在運(yùn)營(yíng)策略上的持續(xù)優(yōu)化,正是基于對(duì)銷(xiāo)售業(yè)績(jī)與經(jīng)營(yíng)利潤(rùn)的不斷追求。因此,更好地服務(wù)于目標(biāo)客群并持續(xù)激發(fā)對(duì)方的消費(fèi)欲望,成為服裝品牌企業(yè)永恒不變的經(jīng)營(yíng)主題,認(rèn)知消費(fèi)者對(duì)于各類(lèi)全渠道模式的偏好以及消費(fèi)決策機(jī)理的研究具有重要意義。有關(guān)決策心理和決策行為的研究已有不菲學(xué)術(shù)基礎(chǔ),早期研究以形式模型(Formal Models)為主,后逐漸將研究重心轉(zhuǎn)向過(guò)程模型(Process Models)研究,現(xiàn)已發(fā)展出多種過(guò)程追蹤研究方法,成為相關(guān)研究具體實(shí)施開(kāi)展的重要工具與路徑。20世紀(jì)中葉起,諸多學(xué)者就消費(fèi)決策相關(guān)問(wèn)題構(gòu)建了各種不同的模型,如透鏡模型、霍華德—謝思模型、尼科西亞模型、恩格爾模型以及技術(shù)接受模型等。這些理論對(duì)消費(fèi)決策研究具有重要意義,對(duì)已發(fā)生行為的分析論述詳盡,并指明后續(xù)研究的趨勢(shì)與方向。因此,本研究基于當(dāng)前的中國(guó)經(jīng)濟(jì)形勢(shì),針對(duì)消費(fèi)市場(chǎng)零售模式新熱點(diǎn),在前期學(xué)者研究基礎(chǔ)之上,結(jié)合全渠道營(yíng)銷(xiāo)需求,探討服裝消費(fèi)決策機(jī)理。實(shí)例以中國(guó)服裝消費(fèi)市場(chǎng)上的休閑女裝為研究載體,針對(duì)目標(biāo)消費(fèi)者開(kāi)展偏好調(diào)查與決策機(jī)理研究,對(duì)消費(fèi)決策的形成要素以及各要素間的相互關(guān)系展開(kāi)理論研究與解析。主要研究:決策的影響因素、因素相互之間的作用關(guān)系以及各因素對(duì)整體決策產(chǎn)生的作用等。相關(guān)購(gòu)買(mǎi)決策研究主要針對(duì)零售渠道展開(kāi),而產(chǎn)品、價(jià)格、促銷(xiāo)等不作為主要研究對(duì)象。主要研究?jī)?nèi)容包括:⑴休閑女裝全渠道模式的消費(fèi)者偏好針對(duì)中國(guó)市場(chǎng)上具有影響力的休閑女裝零售企業(yè),梳理所采用的全渠道模式,通過(guò)問(wèn)卷調(diào)查得知對(duì)消費(fèi)者的吸引力。經(jīng)因子分析得出3項(xiàng)功能因子:“價(jià)格優(yōu)惠”、“營(yíng)銷(xiāo)激發(fā)”與“渠道貫通”。結(jié)構(gòu)方程模型計(jì)算結(jié)果表明,“價(jià)格優(yōu)惠”的表現(xiàn)優(yōu)化將提升另兩項(xiàng)因子對(duì)消費(fèi)者的吸引力,而“營(yíng)銷(xiāo)激發(fā)”對(duì)“渠道貫通”也具有類(lèi)似效果。⑵休閑女裝全渠道消費(fèi)決策的影響指標(biāo)及影響力基于文獻(xiàn)研究與專(zhuān)家訪談,得出影響指標(biāo)架構(gòu)及關(guān)鍵指標(biāo)。通過(guò)問(wèn)卷調(diào)查和信息顯示板實(shí)驗(yàn),獲取休閑女裝全渠道消費(fèi)決策過(guò)程數(shù)據(jù),基于信息搜索深度將消費(fèi)者分為三類(lèi):淺度、中度和深度搜索者。假設(shè)檢驗(yàn)結(jié)果表明,消費(fèi)者的搜索深度與搜索模式之間呈顯著正相關(guān),信息搜索深度越深的消費(fèi)者,越傾向于補(bǔ)償性搜索模式。但研究也發(fā)現(xiàn),尚有部分消費(fèi)者使用的決策策略無(wú)法被已有類(lèi)型完全歸類(lèi)。⑶休閑女裝線上、線下消費(fèi)決策特征全渠道具有靈活多變的特點(diǎn),但基本仍由線上、線下這兩類(lèi)相對(duì)傳統(tǒng)的獨(dú)立渠道融合而成。因此本文分別對(duì)線上和線下渠道開(kāi)展研究,明晰各自消費(fèi)決策特征。案例研究以中國(guó)休閑女裝品牌L為對(duì)象,針對(duì)目標(biāo)消費(fèi)群體開(kāi)展實(shí)證研究。運(yùn)用因子分析及最優(yōu)尺度回歸模型計(jì)算,得出消費(fèi)者對(duì)于案例品牌線上店鋪的購(gòu)買(mǎi)意愿一般,且對(duì)消費(fèi)者購(gòu)買(mǎi)意愿影響程度從大到小的因子排序依次為“售后”、“選貨”、“服務(wù)”、“安全”和“消耗”,線上店鋪存在較大改進(jìn)空間。基于AHP(層次分析法)的模糊綜合評(píng)價(jià)分析則發(fā)現(xiàn),案例品牌線下店鋪的消費(fèi)者滿(mǎn)意度百分制評(píng)分為64.51,屬一般水平,也存在一定的改善空間。⑷休閑女裝全渠道消費(fèi)決策機(jī)理總結(jié)通過(guò)對(duì)線上、線下零售渠道的分別研究發(fā)現(xiàn),各項(xiàng)消費(fèi)決策影響指標(biāo)在這兩類(lèi)渠道中的影響狀態(tài)存在差異,線上渠道中影響力大于線下渠道的指標(biāo)有6項(xiàng),而線下渠道較線上渠道具有較大影響力的指標(biāo)共有11項(xiàng)。由此,企業(yè)在制定全渠道經(jīng)營(yíng)策略時(shí)應(yīng)結(jié)合營(yíng)商環(huán)境對(duì)這些因子給予充分考慮和運(yùn)用。此外,本文還基于精準(zhǔn)營(yíng)銷(xiāo)理論,從目標(biāo)消費(fèi)者的決策策略類(lèi)型、搜索深度以及模式入手,針對(duì)“精準(zhǔn)定位”、“可度量”和“高效益”三個(gè)環(huán)節(jié),構(gòu)建消費(fèi)者分類(lèi)及引導(dǎo)體系。研究創(chuàng)新點(diǎn)及特色:(1)研究?jī)?nèi)容:以消費(fèi)決策行為視角進(jìn)行渠道比較,通過(guò)調(diào)查各項(xiàng)因素間的相互關(guān)系,明確消費(fèi)決策影響因素等,全方位詮釋消費(fèi)決策機(jī)理。依據(jù)理論結(jié)合實(shí)踐的全渠道形式多樣性探索,注重模型的柔性運(yùn)用與解析,針對(duì)服裝產(chǎn)品屬性的全渠道消費(fèi)決策機(jī)理和應(yīng)用研究具有較強(qiáng)的現(xiàn)實(shí)意義。(2)研究方法:通過(guò)信息顯示板技術(shù)與消費(fèi)者問(wèn)卷調(diào)查相結(jié)合的研究方法,即主客觀相結(jié)合的研究方法,采集消費(fèi)者在零售渠道中做出購(gòu)買(mǎi)決策的相關(guān)過(guò)程數(shù)據(jù),并分別從消費(fèi)者與品牌企業(yè)視角,針對(duì)零售渠道顧客滿(mǎn)意度分析提出若干研究方案。研究結(jié)合了結(jié)構(gòu)方程模型、最優(yōu)尺度回歸模型、模糊綜合評(píng)價(jià)等量化分析方法,探討全渠道購(gòu)物環(huán)境與消費(fèi)者原始心理需求存在的差異,并據(jù)此提出經(jīng)營(yíng)模式優(yōu)化路徑。
[Abstract]:The consumer Chinese plays an important role in the economic growth, the development of Internet and information technology, change the upgrade of apparel consumer market structure and consumption habits. China clothing retail enterprises always have a strong sense of reform in the whole channel wave coming, based on their own circumstances have courage to try. The continuous optimization of enterprises in business strategies. Is the constant pursuit of sales and operating profit based. Therefore, to better serve the target customers and continue to inspire each other's desire for consumption, a clothing brand enterprise eternal theme of business, consumer awareness is very important for the research of all kinds of full channel mode preference and consumer decision-making mechanism. Research on psychology and decision-making the decision-making behavior has a lot of money in the form of early academic basis, research model (Formal Models), after gradually shift the focus of research The process model (Process Models), has developed a variety of process tracing methods, has become an important tool and path of.20 century related research carried out in the specific implementation leaves, many scholars on issues related to consumer decision to construct a variety of different models, such as the lens model, Howard, Xie Si model, Nicosia model, Engel model and technology acceptance model. This theory has important significance to the study of consumer decision-making, detailed analysis of this behavior has occurred, and points out the trend and direction of future research. Therefore, this research is based on the current economic situation China, according to the new mode of retail hot consumer market, on the basis of previous research, combined with the whole channel to explore the marketing demand, clothing consumption decision-making mechanism. Examples of China apparel consumer market on women's leisure research carrier, to carry out the target consumer preference The study of investigation and decision mechanism, form elements and the relationship between the various elements of the research and analysis of the theory on consumer decision making. The main research: factors affecting decision, the interaction relationship between factors and factors of the overall decision-making role. The related research is mainly in the purchase decision of retail channels, and product price promotion, not as the main research object. The main research contents include: 1 the casual consumer preferences for full channel mode Chinese market has influence on the women's leisure retail enterprises, combing with the full channel mode, that appeal to consumers through the questionnaire survey. Through the factor analysis of 3 functional factors: "price concessions", "marketing stimulate" and "channel through". The calculation results of structural equation model showed that the "price" of the performance optimization will raise another two Attractive factor to consumers, and stimulate marketing "to" channel through "also has a similar effect. The influence of women's leisure index interview all channels and influence consumer decision-making based on literature study and experts, that affect the index architecture and key indicators. Through the questionnaire survey and information display board experiment, obtain leisure dress all channels the consumer decision process data, search depth of information consumers can be classified into three types: Based on shallow, medium and deep search. The results show that there was a significant positive correlation between depth of consumer search and search mode, information search depth of the consumers, more inclined to compensatory search mode. But the study also found that there are some consumers use decision strategies cannot be completely classified. The existing types of women's leisure line, has the characteristics of flexible line consumer decision-making characteristics of all channels, But still by the line, line the two compared with the traditional independent channels fused together. Therefore this paper on the online and offline channels to carry out research, clarifying their consumer decision-making characteristics. A case study to Chinese leisure dress brand L as the object, according to the empirical study on target consumer groups. Using factor analysis and optimal scaling regression the model calculation, for the case that consumers brand shop online purchase intention, and the factors of influence on consumer purchase intention from big to small in turn as the "customer service", "goods", "service", "security" and "consumption", the online store has greatly improved space. Based on the AHP (analytic hierarchy the fuzzy comprehensive evaluation method) analysis found that the case under the brand line store consumer satisfaction percentile score of 64.51, which is the general level, there are also some room for improvement. The women's casual wear All channels of consumer decision-making mechanism by summarizing research found online, the line retail channels, the effects of state index influence consumer decision-making in these two kinds of channels are different, the influence of the online channel than offline channels 6 indexes, and the next line of the channel is online channels have greater influence on the index of total 11. Thus, in the development of the whole channel management strategy of enterprises should be combined with the business environment to give full consideration and use of these factors. In addition, this paper based on the theory of precision marketing, from the type of strategy to target consumers, with the depth of search and pattern, according to the "precise positioning", "measurable" and "high efficiency" three links, and guide the consumer classification system construction. Research on innovation and features: (1) research content: from the perspective of consumer behavior channel comparison, through the survey of the factors. The relationship between the consumption of specific decision factors, full interpretation of the consumer decision-making mechanism. On the basis of the combination of theory and practice of the whole channel diversity exploration, flexible application and Analysis on the model, for the full channel consumer decision-making mechanism and application of the clothing product attributes has a strong practical significance. (2) research methods: through study on the method of information display board technology and consumer questionnaire survey combined with subjective and objective, namely a combination of research methods, collecting related data of consumers to make purchase decisions in the retail channel, and separately from the consumer and brand enterprise perspective, according to the retail customer satisfaction analysis put forward some research program. Study on the combination of the structural equation the model, the optimal scale regression model, fuzzy comprehensive evaluation and quantitative analysis method, to explore the full channel shopping environment and consumer demand is poor in primitive psychology According to this, the optimization path of management model is put forward.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.86;F274
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本文編號(hào)：1383383