本文關(guān)鍵詞： 服裝在線定制 感知功能價值 感知情感價值 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)的競爭越趨激烈,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)市場的關(guān)鍵。相對于標(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)營管理中考慮一個很重要的問題: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值的角度,探究服裝在線定制對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銷管理建議,為企業(yè)提高收益。研究內(nèi)容主要集中在以下兩個方面:第一,服裝在線定制對顧客感知價值的影響。顧客感知價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方面。在線定制服裝產(chǎn)品的功利價值、唯一性價值、自我表現(xiàn)價值和參與服裝定制過程的過程享樂價值和創(chuàng)造成就價值這五個維度對顧客感知價值有不同的影響。通過實(shí)證數(shù)據(jù)發(fā)現(xiàn),這五個維度中,唯一性價值和自我表現(xiàn)價值對功能價值/情感價值產(chǎn)生顯著影響,而功利價值對情感價值的影響不顯著,另外過程享樂價值和創(chuàng)造成就價值對情感價值的影響顯著,但對功能價值的影響不顯著。第二,在服裝在線定制對顧客滿意的影響,并引入顧客感知功能價值和情感價值這兩個中介變量。通過做回歸分析的數(shù)據(jù)結(jié)果表明顧客感知價值的功能價值和情感價值都顯著影響顧客滿意;功能價值和情感價值僅部分中介了唯一性價值和自我表現(xiàn)價值對顧客滿意的影響;功能價值完全中介了功利價值對顧客滿意的影響;情感價值完全中介了過程享樂價值和創(chuàng)造成就價值對顧客滿意的影響。
[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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.86

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