摘要
为研究在线服装品牌体验与支付溢价间的关系,本文提出感官、情感、认知和行为4个影响购买意愿的变量,以及中介变量(感知独特、满意度和信任),并构建概念理论模型.通过调研共收集有效问卷269份,运用SPSS25.0进行描述性统计分析、因子分析和回归分析.研究结果表明:在线服装品牌体验对支付溢价有正向影响;在线服装品牌体验在感知独特、满意度和信任中介下对支付溢价有正向影响.
Abstract
In order to study the relationship between online brand experience and paying a premium,this paper proposes four vari-ables that affect purchase intention,namely sensory,emotional,cognitive,and behavioral variables,as well as mediating variables(perceived uniqueness,satisfaction,and trust),and constructs a conceptual theoretical model.A total of 269 valid questionnaires were collected through the survey,and SPSS 25.0 was used for descriptive statistical analysis,factor analysis,and regression analysis.The research results indicate that online brand experience has a positive impact on paying a premium.The online brand experience has a positive impact on paying a premium under the mediation of perceived uniqueness,satisfaction,and trust.
维普
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