快闪店的营销要素对服装消费行为的影响  

Influence of Marketing Elements of Pop-up Stores on Clothing Consumer Behavior

作　　者：侯津津 曲洪建[1] HOU Jin-jin;QU Hong-jian(College of Textile and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201600

出　　处：《武汉纺织大学学报》2023年第2期80-88,共9页Journal of Wuhan Textile University

基　　金：上海市哲学社会科学规划课题(2017BGL026)。

摘　　要：为了探索影响快闪店消费者消费行为的主要营销因素,本研究创建了快闪店的营销要素与服装消费者行为之间的关系模型。利用SPSS 20.0分析软件对收集的问卷进行描述性统计、信度效度检验、因子分析和回归分析。研究发现:选址要素、服务要素、展示陈列设计要素、营销推广手段要素、产品要素对于消费者行为有正向影响;消费心理起到了部分中介作用。由此对服装品牌如何开设快闪店,能够提高消费者在进入快闪店后产生的消费行为提出对策建议,为品牌开设快闪店时需要注意哪些影响因素提供了参考。In order to explore the main marketing factors influencing consumer behavior of pop-up shops,this study created a model of the relationship between the marketing elements of pop-up shops and apparel consumer behavior.Descriptive statistics,reliability and validity test,factor analysis and regression analysis were performed on the collected questionnaires using SPSS 20.0.The study found that site selection elements,service elements,display design elements,marketing promotion means elements,and product elements have positive impacts on consumer behavior and consumer psychology played a partial mediating role.Therefore,this paper proposes ways to improve the consumption behavior of consumers of a pop-up store of clothing brands upon entering a pop-up store,and provides a reference for the influencing factors that brands need to pay attention to when opening a pop-up store.

关 键 词：快闪店 营销要素 服装 消费心理 消费行为 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]