發(fā)布時(shí)間：2018-02-27 11:37

  本文關(guān)鍵詞： 服裝在線定制 感知功能價(jià)值 感知情感價(jià)值 顧客滿意　出處：《武漢紡織大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：現(xiàn)在服裝行業(yè)的競(jìng)爭(zhēng)越趨激烈,如何吸引顧客,并使顧客滿意,就成了服裝業(yè)的零售商成功占領(lǐng)市場(chǎng)的關(guān)鍵。相對(duì)于標(biāo)準(zhǔn)化的服裝,量身定制的服裝更能滿足給消費(fèi)者的需求,帶來更高的收益,可隨之而來的是付出高額成本。在這種情況下,服裝在線定制這一模式異軍突起,開辟了一條新的道路。但并不是所有服裝運(yùn)營(yíng)商通過這一模式都獲得了成功,如果不能夠滿足顧客的核心價(jià)值感知,反而投入越大損失越大。這就促使服裝業(yè)的零售商在經(jīng)營(yíng)管理中考慮一個(gè)很重要的問題:如何提升顧客在服裝在線定制過程中的滿意?有關(guān)服裝在線定制這一領(lǐng)域的研究比較少,而本文則主要是從顧客感知價(jià)值的角度,探究服裝在線定制對(duì)顧客滿意的具體影響因素。希望能為服裝在線定制的零售商提供一些營(yíng)銷管理建議,為企業(yè)提高收益。研究?jī)?nèi)容主要集中在以下兩個(gè)方面:第一,服裝在線定制對(duì)顧客感知價(jià)值的影響。顧客感知價(jià)值主要是從在線定制服裝產(chǎn)品和參與服裝定制過程兩個(gè)方面。在線定制服裝產(chǎn)品的功利價(jià)值、唯一性價(jià)值、自我表現(xiàn)價(jià)值和參與服裝定制過程的過程享樂價(jià)值和創(chuàng)造成就價(jià)值這五個(gè)維度對(duì)顧客感知價(jià)值有不同的影響。通過實(shí)證數(shù)據(jù)發(fā)現(xiàn),這五個(gè)維度中,唯一性價(jià)值和自我表現(xiàn)價(jià)值對(duì)功能價(jià)值/情感價(jià)值產(chǎn)生顯著影響,而功利價(jià)值對(duì)情感價(jià)值的影響不顯著,另外過程享樂價(jià)值和創(chuàng)造成就價(jià)值對(duì)情感價(jià)值的影響顯著,但對(duì)功能價(jià)值的影響不顯著。第二,在服裝在線定制對(duì)顧客滿意的影響,并引入顧客感知功能價(jià)值和情感價(jià)值這兩個(gè)中介變量。通過做回歸分析的數(shù)據(jù)結(jié)果表明顧客感知價(jià)值的功能價(jià)值和情感價(jià)值都顯著影響顧客滿意;功能價(jià)值和情感價(jià)值僅部分中介了唯一性價(jià)值和自我表現(xiàn)價(jià)值對(duì)顧客滿意的影響;功能價(jià)值完全中介了功利價(jià)值對(duì)顧客滿意的影響;情感價(jià)值完全中介了過程享樂價(jià)值和創(chuàng)造成就價(jià)值對(duì)顧客滿意的影響。
[Abstract]:Nowadays, the competition in the garment industry is becoming more and more intense. How to attract customers and satisfy them is the key for retailers in the clothing industry to successfully occupy the market. Compared with standardized clothing, tailor-made clothing can better meet the needs of consumers. The higher the revenue, the higher the cost. In this case, the online customization of clothing is a new pattern. Opened up a new path. But not all clothing operators have been successful through this model, if they can not satisfy customers' core value perception, Instead, the bigger the investment, the bigger the loss. This has prompted retailers in the clothing industry to consider a very important question in their management: how to improve customer satisfaction in online garment customization? There is little research on online customization of clothing, but this paper is mainly from the perspective of customer perceived value. It is hoped that some marketing management suggestions can be provided for online garment customization retailers to improve their profits. The research focuses on the following two aspects: first, The influence of online clothing customization on customer perceived value. Customer perceived value is mainly from two aspects: online customization of clothing products and participation in the process of garment customization. The value of self-expression and the process of participating in the process of clothing customization, the value of enjoyment and the value of creating achievement, have different influences on the perceived value of customers. Uniqueness value and self-expression value have significant influence on function value / emotional value, while utilitarian value has no significant effect on emotional value. In addition, process hedonic value and creation achievement value have significant influence on emotional value. But the impact on functional value is not significant. Second, the effect of online customization on customer satisfaction, The results of regression analysis show that the functional value and emotional value of customer perceived value significantly affect customer satisfaction. Functional value and emotional value only partially mediate the influence of uniqueness value and self-expression value on customer satisfaction, functional value completely mediate the influence of utilitarian value on customer satisfaction. Emotional value completely mediates the influence of process hedonic value and creation achievement value on customer satisfaction.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86

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