电子商务环境下女性服装消费行为分析  

Analysis on Female Clothing Consumer Behavior under E-Commerce Environment

作　　者：梁建芳[1] 李筱胜[1] 

机构地区：[1]西安工程大学服装与艺术设计学院,西安710048

出　　处：《浙江理工大学学报（自然科学版）》2011年第5期728-733,共6页Journal of Zhejiang Sci-Tech University(Natural Sciences)

基　　金：陕西省教育厅专项科研计划项目(11JK0178)

摘　　要：以女性网购消费者的购买行为为研究对象,以问卷调查方式,对网购的主要群体、信息来源、购买决策风格、频次、经验、购买的服装类别、渠道、付款方式、购买过程中的关注因素以及满意度等进行了抽样调查。运用SPSS统计软件对调查结果进行分析。结果显示:我国女性服装网购者主要集中在19～35岁之间、月收入低于3 000元的大学生和职员,其购买风格较多地表现为经济实惠型,对服装网购的满意程度一般;不满意的方面主要集中在产品质量、产品展示及描述、不能试衣、物流配送、信用及售后服务等问题。为此,提出服装网络销售要针对女性消费特点,提供针对性的服务,比如网络商城的选择、促销活动的开展、网上试衣技术的完善、提高卖家信誉以及完善物流配送体系等建议。Chosen clothing＇s online shopping behavior of female consumers as study object,questionnaire was carried out from March to May,2010,which was on target online shopping people,information source,purchase decision making style,frequency,experience,clothing sorts,payment,satisfaction and so on.By using SPSS statistical software,result shows that female college staff between 19 and 35 years old with monthly income below 3000 RMB are the main people of clothing shopping online.Their shopping style tends to be economic and they express a generally satisfaction.The main aspects of dissatisfaction focus on clothing quality,display and description,fitting,logistics,credit,after service and so on.Last,some suggestions are given to salesmen and managers.on,for example,how to select sales occasion,promotion,improve fitting technology,increase the credit of salesman and improve logistics system.

关 键 词：女性 消费行为 网络购物 服装 

分 类 号：TS941[轻工技术与工程—服装设计与工程]