跨境网购服装消费者购物决策风格研究  

Research on consumers' shopping decision-making styles of cross-border online shopping

作　　者：朱宇亮 杨以雄[1] 

机构地区：[1]东华大学服装·艺术设计学院(中国)

出　　处：《国际纺织导报》2017年第10期56-61,共6页Melliand China

摘　　要：随着跨境电子商务的快速发展,服装跨境消费者人数剧增,消费者购物心理呈现多样化,导致消费者购物决策风格各异。以Sproles和Kendall制定的购物决策风格量表为基础,结合国内外关于购物决策风格研究的典型文献及跨境网购服装的特定环境,探索消费者购物决策风格量表构成的内容,并用SPSS 17.0进行统计分析。研究结果表明,跨境购物消费者决策风格的种类主要为6种,分别为"新潮时尚因子""多选择困惑因子""完美-高价值因子""娱乐-享乐因子""冲动因子"和"品牌因子"。With the rapid development of cross-border e-commerce,the number of cross-border consumers of clothing rose sharply,and the diversification of consumersshopping psychology resulted in their different shopping decision-making styles.On the basis of a shopping decision style inventory developed by Sproles and Kendall and in combination with the classic literature of the domestic and foreign research on the decisionmaking style as well as the specific environment of cross-border clothing shopping online,the inventories of consumersshopping decision-making styles were explored,and statistics and analysis were carried out by SPSS 17.0.The results showed that the cross-border consumers had six kinds of shopping decision-making styles,which were the trendy factor,the multi-choice confusion factor,the perfect high-value factor,the entertainment-enjoyment factor,the impulse factor and the brand factor.

关 键 词：服装 跨境电子商务 购物决策风格 因子分析 

分 类 号：F426.86[经济管理—产业经济] F724.6