奢侈品女装产品属性对消费者购买意愿的影响  

Influence of luxury women′s clothing product attributes onconsumers′ purchase intention

作　　者：孙若宸 曲洪建[1] SUN Ruochen;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620

出　　处：《毛纺科技》2025年第2期71-80,共10页Wool Textile Journal

摘　　要：为了进一步了解消费者对奢侈品女装的价值需求和感知偏好,以消费者信任和消费者态度为中介变量,探讨奢侈品女装产品属性对消费者购买意愿的影响机制。采用验证性因子分析检验产品属性,并采用结构方程模型验证变量之间的关系。结果发现:奢侈品女装产品属性(功能属性、象征属性、享乐属性、体验属性)对消费者购买意愿有显著影响,消费者信任和消费者态度在象征属性、享乐属性、体验属性和购买意愿之间存在直接中介效应和链式中介效应。In order to further understand the value demand and perceived preference of consumers for luxury women′s wear,the influence mechanism of the product attributes of luxury women′s wear on consumers′purchase intention was discussed with consumer trust and consumer attitude as the mediating variables.Confirmatory factor analysis was used to test the product attributes and structural equation model was used to verify the relationship between the variables.The final results show that the product attributes(functional attributes,symbolic attributes,hedonic attributes,experience attributes)of luxury women′s clothing have a significant impact on consumers′purchase intention.Consumer trust and consumer attitude have direct mediating effect and chain mediating effect among symbolic attribute,hedonic attribute,experience attribute and purchase intention.This research helps luxury women′s apparel companies to further understand consumers′value needs and perceived preferences.

关 键 词：奢侈品女装 购买意愿 消费者信任 消费者态度 产品属性 

分 类 号：F713.56[经济管理—市场营销]