服装网络消费行为调查与分析——以浙江地区消费者问卷调查为例  

Online Clothing Consuming Behavior: A Case Study of Consumer Survey in Zhejiang Area

作　　者：叶菀茵[1] 

机构地区：[1]浙江纺织服装职业技术学院时装学院,浙江宁波315211

出　　处：《宁波大学学报（人文科学版）》2014年第3期90-93,共4页Journal of Ningbo University：Liberal Arts Edition

基　　金：浙江省社科联研究课题(2011B047)

摘　　要：选择电子商务普及率较高的浙江地区作为调研范围,对服装网购消费行为进行统计,通过线上和线下购买行为的对比,客观分析了服装网购消费行为及影响因素,认为商品评论是影响网购消费的重要因素,尤其针对女性消费者;而引擎搜索的浏览方式则主要影响网购的点击频率,男性消费者倾向效率体验,女性消费者倾向外观体验。针对大多数消费者而言,有必要普及基本的色彩知识及搭配技巧,以便提升网购行为的满意度和成功率。Since Zhejiang province enjoys a high E-commerce popularity, the article analyses the online shopping behavior of clothing products. By comparing the online and offline consumer behaviors, we have thoroughly analyzed the online shopping behavior for clothing products, and conclude that product ratings play an important role in affecting consumer’s behavior, especially on female consumers. Browsing through search engines mainly affects the click-through rates for online shopping. Male consumers tend to concern of shopping efficiency while female consumers care about product appearances. For the majority of consumers, it is necessary to popularize the knowledge of color and the skill of dress collocation so as to promote the satisfaction and success rates for online shopping.

关 键 词：服装网购 消费行为 服饰搭配 

分 类 号：F724.6[经济管理—产业经济]