【摘要】：目前，電子商務(wù)與傳統(tǒng)的網(wǎng)絡(luò)購物市場已經(jīng)邁向成熟，服裝銷售競爭的新突破點已經(jīng)開始向移動互聯(lián)網(wǎng)轉(zhuǎn)移。所以如何才能使服裝類手機APP的設(shè)計與消費者的需求相匹配，從而使消費者真正采納和接受使用手機APP購買服裝，成為了服裝營銷領(lǐng)域一個備受關(guān)注的研究課題。 本文首先通過文獻研究，對手機APP、相關(guān)任務(wù)技術(shù)匹配理論和購買意愿的研究情況進行了總結(jié)歸納，，確定了研究方向和研究重點。針對服裝類手機APP購物這一特定研究對象，在傳統(tǒng)任務(wù)技術(shù)匹配量表基礎(chǔ)上，引入有關(guān)屬于服裝類手機APP任務(wù)技術(shù)匹配的測量指標，構(gòu)建了本文的研究框架。 其次，以北京地區(qū)為主要采樣地點，通過深度訪談和問卷調(diào)查等方法，完成樣本數(shù)據(jù)的收集，采用SPSS19.0軟件對收集的數(shù)據(jù)進行分析，以定量的方式探討服裝類手機APP任務(wù)技術(shù)匹配（TTF）對于消費者使用手機APP購買服裝意愿的影響，得出的主要結(jié)論有： （1）服裝類手機APP的任務(wù)技術(shù)匹配提取了五個維度：服裝相關(guān)信息質(zhì)量、APP系統(tǒng)安全性、服裝相關(guān)信息呈現(xiàn)、APP功能設(shè)計和APP系統(tǒng)易用性。 （2）服裝類手機APP系統(tǒng)易用性、APP功能設(shè)計、服裝相關(guān)信息呈現(xiàn)與購買意愿都存在正向顯著相關(guān)關(guān)系，其中APP系統(tǒng)易用性影響最大，隨后是服裝類APP功能設(shè)計和服裝相關(guān)信息呈現(xiàn)。服裝類手機APP服裝相關(guān)信息質(zhì)量以及系統(tǒng)安全性對購買意愿的影響不顯著。
[Abstract]:At present, e-commerce and the traditional online shopping market have moved towards maturity, and the new breakthrough point of clothing sales competition has begun to shift to the mobile Internet. So how to make the design of the clothing mobile phone APP match the consumers' needs, so that consumers can really adopt and accept the use of mobile phone APP to buy clothing, which has become a hot research topic in the field of clothing marketing. In this paper, first of all, through the literature research, we summarize and summarize the theory of mobile phone APP, related task matching and purchase intention, and determine the research direction and research focus. Aiming at the specific research object of clothing mobile phone APP shopping, based on the traditional task-based technology matching scale, this paper constructs the research framework of this paper by introducing the measurement index of the clothing mobile phone APP task matching. Secondly, taking the Beijing area as the main sampling place, through the methods of in-depth interview and questionnaire survey, the collection of sample data is completed, and the collected data are analyzed by SPSS19.0 software. To explore quantitatively the influence of APP task-matching (TTF) on consumers' willingness to buy clothing using mobile phone APP. The main conclusions are as follows: (1) the task technology matching of apparel mobile phone APP extracts five dimensions: clothing related information quality, APP system security, clothing related information presentation, APP function design and APP system ease of use. (2) there are significant positive correlations among APP system usability, APP function design, clothing information presentation and purchase intention, among which APP system has the greatest influence on usability. Then is the clothing APP function design and clothing related information presentation. The influence of clothing mobile phone APP clothing related information quality and system security on purchase intention is not significant.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：TP311.56;F724.6;F713.55

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