网购服装类商品决策过程中的性别差异研究  

Research on Gender Differences in the Purchase Decision-Making Process of Online Clothes Shopping

作　　者：张克英[1] 吴晓曼[1] 杨瑶盼 李蕊[1] 赵蕾婷 ZHANG Keying WU Xiaoman YANG Yaopan LI Rui ZHAO Leiting(School of Management, Xi＇ an Polytechnic University, Xi＇ an 710048, China)

机构地区：[1]西安工程大学管理学院,西安710048

出　　处：《西安工业大学学报》2016年第11期918-927,共10页Journal of Xi’an Technological University

基　　金：陕西省普通高校哲学社会科学特色学科建设项目(陕教位[2009]6号);陕西省教育厅(13JZ026);陕西省教育厅(15JZ032);西安工程大学研究生创新基金(CX201623)

摘　　要：为确定网络消费者购买服装类商品决策会因不同性别而有所差异,分析服装类商品网络消费者购买决策过程的影响因素,构建性别差异与服装类商品网络消费者购买决策过程的概念模型,提出相应假设并进行验证.研究结果表明:男女服装类商品网络消费者在需求唤起阶段的个人好奇及兴趣和他人推荐及分享,信息收集阶段的有经验人员的推荐和接纳信息的态度,评价选择阶段的价格和风险感知,以及购买决策阶段的他人态度等因素上均表现出显著的性别差异.The paper discusses how the gender differences of on -making process of online clothes shopping. Based on the analys line consumers influence their decision is of the factors influencing consumers decision making when purchasing clothes online,a concept model is built for analyzing gender differences and decision-making process. The relevant hypothesis is proposed and then verified. The results show that there are significant differences shown in the four phases：different personal curiosities and others＂ recommendations in the demand awakening phase; different recommendations of experienced personnel and attitudes toward the information in the information gathering phase; different price and risk perceptions in the assessment phase, and different attitudes of others in the final decision making phase.

关 键 词：网购服装 购买决策 决策影响因素 性别差异 

分 类 号：F724.6[经济管理—产业经济] F713.55