线上女鞋虚拟体验及影响因素研究  

Study on Virtual Experience and Influencing Factors of Online Marketing Women’s Shoes

作　　者：王璐 石文奇[1] 程凡[1] 张志新[1] 李月[2] WANG-Lu;SHI Wen-qi;CHENG-Fan;ZHANG Zhi-xin;LI-Yue(ShaanXi Institute of International Trade&Commerce,Xi忆an 712046,China;Wuhan Textile University,Wuhan 430073,China)

机构地区：[1]陕西国际商贸学院,陕西西安712046 [2]武汉纺织大学,湖北武汉430073

出　　处：《皮革与化工》2019年第6期36-40,共5页Leather And Chemicals

基　　金：主持人：王璐。编号：19JK0096。类别：陕西省教育厅科研项目。名称：“现代空间美学视域下洛川毛麻绣非物质文化遗产的传承与创新研究”

摘　　要：本文提出鞋类线上营销虚拟体验由形象、质量、舒适体验三个维度构成。结合问卷调研和结构方程模型方法,分析女鞋线上营销的虚拟体验的影响因素及消费者自身购物经验因素的中介作用。结果表明:网站的互动性、生动性、娱乐性、消费者的购物经验显著正向影响线上女鞋消费者的虚拟体验,网站的互动性直接影响女鞋产品的虚拟体验,而消费者的购物经验因素对网站的生动性、娱乐性影响女鞋产品虚拟体验有中介作用。根据所得结论,提出了相关的建议。The paper proposed the virtual experience of online footwear marketing,which consisted of three dimensions:image,quality and comfort.Combined with questionnaire survey and structural equation model method,the paper analyzed the influencing factors of virtual experience of women's shoes online marketing and the mediating effect of shopping experience of consumers.The results showed that the interaction,vividness,entertainment of the website and shopping experience of consumers had a significant positive impact on the virtual experience,and the interactivity factors directly affected the virtual experience,the shopping experience had an intermediary effect on vividness and entertainment.Based on the conclusion,some suggestions were put forward.

关 键 词：虚拟体验 影响因素 营销网站 结构模型 

分 类 号：F713.36[经济管理—产业经济]