本文選題：女裝　切入點：網(wǎng)購意愿　出處：《西安工程大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：探索女裝消費者網(wǎng)購意愿的主要影響因素是促進(jìn)女裝電子商務(wù)發(fā)展的重要前提,但是缺乏針對性研究。電子商務(wù)蓬勃發(fā)展,提高經(jīng)濟效益,帶動各行業(yè)的發(fā)展,尤其是服裝電子商務(wù)的發(fā)展。女裝是服裝電子商務(wù)的主要內(nèi)容,促進(jìn)服裝電子商務(wù)的發(fā)展,研究女裝消費者的購買意愿影響因素,正是本研究的出發(fā)點。本研究以S-O-R模型為理論基礎(chǔ),運用文獻(xiàn)研究法、訪談法、問卷調(diào)查法、統(tǒng)計分析法,對女裝消費者網(wǎng)購的主要影響因素進(jìn)行實證研究,提出女裝消費者網(wǎng)購的主要影響因素及其關(guān)系,構(gòu)建女裝消費者網(wǎng)購意愿影響因素模型,提出研究假設(shè),運用結(jié)構(gòu)方程模型,通過實證研究女裝消費者網(wǎng)購意愿的主要影響因素。模型創(chuàng)建階段,運用文獻(xiàn)研究法,對相關(guān)消費者行為理論模型進(jìn)行綜述,在女裝網(wǎng)站、女性消費者心理研究的基礎(chǔ)上,結(jié)合專家訪談,最終得到本研究的理論基礎(chǔ),確定女裝消費者網(wǎng)購意愿的主要影響因素,刺激因素有信譽、網(wǎng)站設(shè)計、顧客服務(wù)、服裝質(zhì)量、服裝價格,機體因素有情緒和感知風(fēng)險,反應(yīng)因素是購買意愿,運用S-O-R模型,并提出模型的13個研究假設(shè),對變量進(jìn)行定義與測量,最終提出以結(jié)構(gòu)方程模型表達(dá)的女裝消費者網(wǎng)購意愿影響因素理論模型。調(diào)研設(shè)計階段,采用問卷調(diào)查法,運用李克特7級量表,參考前人成熟的量表,設(shè)計問卷,預(yù)調(diào)研后完善問卷,確定本研究正式問卷,針對研究內(nèi)容進(jìn)行科學(xué)抽樣調(diào)查,針對調(diào)查數(shù)據(jù),進(jìn)行統(tǒng)計分析,對本研究假設(shè)進(jìn)行實證分析。實證研究階段,運用統(tǒng)計分析法,對正式調(diào)研數(shù)據(jù)運用SPSS19.0和AMOS17.0對數(shù)據(jù)進(jìn)行樣本和模型分析。實證研究結(jié)果得出,對于女裝消費群體,顧客服務(wù)對情緒的影響不大;各變量都直接或間接的影響女裝消費者的購買意愿。針對實證結(jié)果的分析討論,本研究結(jié)論如下:(1)該模型通過了實證檢驗,說明本模型具有一定的理論與實際應(yīng)用價值,S-O-R模型適合女裝消費者網(wǎng)購意愿影響因素的研究,為服裝網(wǎng)站的發(fā)展提供了理論參考依據(jù),并揭示了女裝消費者網(wǎng)購意愿主要影響因素及其相互作用關(guān)系。(2)顧客服務(wù)對情緒的影響不大。這有別于傳統(tǒng)業(yè)態(tài)的觀念。(3)女裝消費者網(wǎng)購意愿主要影響因素:信譽、網(wǎng)站設(shè)計、顧客服務(wù)、服裝質(zhì)量、服裝價格,不同程度影響女性消費者的情緒反應(yīng)和風(fēng)險感知,通過情緒反應(yīng)和風(fēng)險感知,最終影響女裝消費者的網(wǎng)購意愿。研究結(jié)論有助于促進(jìn)女裝電子商務(wù)的發(fā)展,指導(dǎo)女裝企業(yè)從更深層次把握電子商務(wù)發(fā)展的機會,獲取更多的信息,進(jìn)而提升自身電子商務(wù)的績效。
[Abstract]:To explore the main influencing factors of women's clothing consumers' desire to buy online is an important prerequisite to promote the development of women's wear electronic commerce, but there is a lack of targeted research. The vigorous development of electronic commerce, the improvement of economic benefits, and the development of various industries, In particular, the development of clothing e-commerce. Women's wear is the main content of clothing e-commerce, promote the development of clothing e-commerce, study the influence factors of women's clothing consumers' purchase intention, This study is based on S-O-R model, using literature research, interview, questionnaire survey, statistical analysis, and empirical research on the main influencing factors of online shopping for women's wear consumers. This paper puts forward the main influencing factors and their relations of women's wear consumers' online shopping, constructs the model of influencing factors of women's clothing consumers' online shopping intention, puts forward the research hypotheses, and applies the structural equation model. Through the empirical study on the main influencing factors of women's clothing consumers' online shopping willingness. In the stage of model establishment, this paper summarizes the relevant consumer behavior theory models by using the literature research method, on the basis of women's clothing websites and women consumers' psychological research. Combining with the expert interview, finally get the theoretical basis of this study, determine the main influencing factors of women's clothing consumers' online shopping willingness, stimulating factors are credibility, website design, customer service, clothing quality, clothing prices, There are emotional and perceived risks in the organism, and the reaction factor is the willingness to buy. The S-O-R model is used, and the 13 research hypotheses of the model are put forward to define and measure the variables. Finally, the paper puts forward a theoretical model of influencing factors of women's clothing consumers' online shopping willingness expressed by structural equation model. In the stage of investigation and design, the questionnaire is designed by using the method of questionnaire survey, using the Richter scale, referring to the mature scale of predecessors, and designing the questionnaire. After pre-investigation, the questionnaire is perfected, the formal questionnaire of this study is determined, the scientific sampling survey is carried out for the research content, the statistical analysis is carried out for the survey data, and the empirical analysis is carried out on the hypothesis of this research. In the stage of empirical research, the statistical analysis method is used. SPSS19.0 and AMOS17.0 are used to analyze the formal survey data. The empirical results show that customer service has little effect on emotion for women's clothing consumers. All variables directly or indirectly affect women's clothing consumers' purchase intention. According to the analysis and discussion of empirical results, the conclusions of this study are as follows: 1) the model has passed the empirical test. It shows that this model has certain theoretical and practical application value. The S-O-R model is suitable for the study of influencing factors of women's clothing consumers' online shopping intention, which provides a theoretical reference for the development of clothing websites. It also reveals that the main influencing factors of women's clothing consumers' online shopping willingness and their interaction. 2) customer service has little effect on emotion, which is different from the traditional concept of online shopping. This is different from the traditional concept. 3) the main influencing factors of women's clothing consumers' online shopping willingness are: credibility, website design, etc. Customer service, clothing quality, clothing price, affect the emotional response and risk perception of female consumers in varying degrees, through emotional response and risk perception, The conclusion of the research will help to promote the development of women's wear e-commerce, guide women's clothing enterprises to grasp the opportunities of e-commerce development from a deeper level, and obtain more information. And then improve the performance of their own electronic commerce.
【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.55

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本文編號：1635251