为研究服饰网络个性化定制体验与购买意愿之间的关系,提出视觉体验、情感体验、行为体验三个可能会影响消费者购买意愿的变量,以及两个中介变量(愉悦度和满意度),根据 SOR 理论构建模型,设计问卷后收集数据,并通过因子分析、相关分析、回归分析和Process中介效应检验进行实证分析.结果表明:视觉体验、情感体验、行为体验对购买意愿有正向影响;愉悦度、满意度均在视觉体验、情感体验、行为体验与购买意愿之间起中介作用与链式中介作用.该研究拓展了服饰网络个性化定制体验相关领域的研究,同时也为网络店铺的商家提升消费者体验提供依据.
Impact of Personalized Apparel Online Experiences on Purchase Intentions
In order to study the relationship between personalized customization experience and purchase intention on apparel networks,three variables that may affect consumers'purchase intention,namely visual experience,emotional experience and behavioral experience,and two mediating variables:pleasure and satisfaction,were proposed,a model was constructed according to SOR theory,data were collected after designing a questionnaire,and factor analysis,correlation analysis,regression analysis and Process mediation The empirical analysis was conducted through factor analysis,correlation analysis,regression analysis and Process mediation test.The results show that:visual experience,emotional experience and behavioral experience have positive influence on purchase intention;pleasure and satisfaction play intermediary and chain intermediary roles between visual experience,emotional experience,behavioral experience and purchase intention.This study extends the research in the field of apparel online personalisation experience and provides a basis for online shop owners to improve the consumer experience.
personalized online apparel experiencepurchase intentionpleasuresatisfactionchain mediationSOR theory
NETL
NSTL
万方数据
维普
