基于参照点理论的服装盲盒购买决策研究  

Research on Blind Box Purchase Decision Based on Reference Point Theory

作　　者：江润恬 金鹏 吴艳 Jiang Runtian;Jin Peng;Wu Yan(School of Design,Jiangnan University,Wuxi,Jiangsu 214122,China;School of Fashion and Art Design,Donghua University,Shanghai 200051,China)

机构地区：[1]江南大学设计学院,江苏无锡214122 [2]东华大学服装与艺术设计学院,上海200051

出　　处：《天津纺织科技》2022年第3期25-30,共6页Tianjin Textile Science & Technology

基　　金：国家重点研发计划重点专项项目(2019YFB1405704);教育部人文社会科学研究规划基金项目(20YJAZH087)。

摘　　要：针对消费动机等因素与营销环节信息传递不对称、销售体系混乱等问题,文中利用调查法与数据分析方法对服装盲盒购买决策进行研究。基于参照点理论提出影响消费者购买服装盲盒产品的影响因素,利用前端编程技术、层次分析法及模糊综合数学,设计基于网页的模拟购买试验,验证相关假设并根据调查数据进行购买决策分析。基于分析结果,阐述消费者在购买盲盒时的消费决策,为服装企业未来的盲盒营销提供理论与数据支持,促进服装品牌的长久与持续发展。In view of the factors such as consumption motivation,asymmetric information transmission in marketing links and chaotic sales system,this paper studies the purchase decision of clothing blind box by using the methods of investigation and data analysis,puts forward the influencing factors affecting consumers’ purchase of clothing blind box products based on the reference point theory,and uses the front-end programming technology,analytic hierarchy process and fuzzy comprehensive mathematics.To design a web-based simulated purchase experiment to verify the relevant assumptions,and analyze the purchase decision according to the survey data.Based on the analysis results,this paper expounds the consumption decision of consumers when purchasing blind boxes,provides theoretical and data support for the future blind box marketing of garment enterprises,and promotes the long-term and sustainable development of garment brands.

关 键 词：服装盲盒 参照点理论 层次分析法 模糊综合评价法 购买决策 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]