基于S-O-R模型的网购服装感知价值提升路径研究  

Exploring the Perceived Value of Online Shopping Clothing Promotion Path Based on the S-O-R Model

作　　者：管荣伟[1] 

机构地区：[1]河南工程学院管理工程学院

出　　处：《纺织导报》2013年第6期116-118,共3页China Textile Leader

基　　金：2012年度河南省教育厅人文社会科学研究项目计划(编号:2012-QN-064)

摘　　要：感知价值是影响消费者在线购买服装的重要因素,本文基于S-O-R模型,建立了以感知价值为中间变量,消费者认同为结果变量的网购服装感知价值影响因素概念框架,从口碑评价、促销策略和售后服务等3方面提出了感知价值提升的具体措施。The perceived value is an important factor for consumer when purchasing clothing online. Based on the S-O-R model, this paper established the conceptual framework of perceived value influencing factors on online clothing shopping, which regarded perceived value as intermediate variable and consumer-company identification as outcome variable. Then specific suggestions were made from the perspectives of reputation evaluation, promotional strategy and after-sales service.

关 键 词：刺激-机体-反应模型 感知价值 消费者认同 感知风险 

分 类 号：F713.36[经济管理—产业经济]