网络消费者购买服装类商品的决策心理研究  

Research on E-shoppers' Decision Psychology in Purchasing Clothes Based on Empirical Analysis

作　　者：王崇[1,2] 刘健[1] 

机构地区：[1]淮海工学院商学院,江苏连云港222000 [2]哈尔滨工业大学管理学院,黑龙江哈尔滨150006

出　　处：《大连理工大学学报（社会科学版）》2011年第1期14-18,共5页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目(70801022)

摘　　要：为了掌握网络消费者购买服装类商品的决策心理,文章对消费者上网购买服装的决策过程进行了分析,提出网络消费者购买服装类商品决策心理假设模型,采用结构方程模型方法对假设模型进行了定量分析,建立了网络消费者购买服装类商品决策心理活动模型。研究结果表明,消费者经济状况、偏好、感知风险以及服装品牌、价格是影响网络消费者决策心理的主要因素,服装质量虽然对网络消费者决策心理产生一定的影响,但并不显著,此外,网络消费者的感知风险主要来自企业的信誉。Clothing has become one of the most popular merchandises in e-shop.The paper analyses e-shoppers' decision process for understanding the decision psychology of e-shoppers' purchasing clothing.The hypothetical model of e-shoppers' decision psychology in purchasing clothing was proposed,and a quantitative analysis of the hypothetical model was made based on Structure Equation Model.The study,taking clothing merchandise as the angle of view,makes researches on e-shopper's purchase psychology.The result indicates that consumer's economic status,prejudice,perceived risks,brand,and price of clothing are the main factors influencing e-shopper's purchase psychology.Although clothing quality has a certain impact on e-shopper's purchase psychology,the impact is not significant.In addition,e-shopper's perceived risks mainly come from the prestige of the enterprises.

关 键 词：网络消费者 购买决策 服装 心理 

分 类 号：C55[社会学]