服装网络消费行为的静态测试与分析  

Testing and analysis on apparel online consumer behavior

作　　者：梁建芳[1] 王剑萍[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,陕西西安710048

出　　处：《西安工程大学学报》2014年第4期445-450,463,共7页Journal of Xi’an Polytechnic University

基　　金：陕西省教育厅专项科研计划资助项目(2013JK0749)

摘　　要：针对目前服装网络购物中日益增加的退货物流,以B/C服装电子商务企业为研究对象,通过静态测试方法,分析了消费者特征与服装网络消费行为之间的影响关系.同时分析了消费者因素、服装企业因素、营销因素、网络因素、感知风险因素与消费心理及行为之间的相关性.在此基础上,运用因子分析和聚类分析划分了服装网络消费者的类型,并通过对应分析明确每一类消费者的购物偏好,为服装企业制定精准性的营销方案提供参考依据.Aiming at increasing return logistics in course of apparel online shopping ,chosen B/C compa-ny as research subject ,the influence relationship between consumer characteristics and consumer behav-ior was analyzed by means of static test method ,and correlation among consumers factors ,garment en-terprises factors ,marketing factors ,network factors ,perceived risk factors were analyzed .On this ba-sis ,clothing online consumers was divided into four different types by using factor analysis and cluster analysis ,and consumer shopping preferences of each class were defined through correspondence analy-sis .All of above-mentioned will provided precision marketing solutions for apparel companies .

关 键 词：服装电子商务 消费心理及行为 消费者类型 消费偏好 

分 类 号：TS941[轻工技术与工程—服装设计与工程]