网络消费者购买服装类商品决策心理研究.pdfVIP

321 大连理工大学学报(社会科学版) Vol. 32, No. 1 2 01 13 Journal of Dalian University of Technology (Social Sciences) Mar. 2 0 1 1 1, 2 1 王 崇 , 刘 健 ( 1. , 222000; 2. , 150006 ) : 为了掌握网络消费者购买服装类商品的 策心理,文章对消费者上网购买服装的 策过程进行了分析, 提 出网络消费者购买服装类商品 策心理假设模型, 采用结构方程模型方法对假设模型进行了定量分析, 建立了网络消费 者购买服装类商品 策心理活动模型研究结果表明,消费者经济状况偏好感知风险以及服装品牌价格是影响网络 消费者 策心理的主要因素,服装质量虽然对网络消费者 策心理产生 一定的影响,但并不显著, 此外,网络消费者的感 知风险主要来自企业的信誉 : ; ;; : F274 : A : 1008407X(2011) Research on Eshoppers Decision sychology in urchasing Clothes Based on Empirical Analysis 1,2 2 WANGChong , LIUJian ( 1. Business School, Huaihai Instituteof Technology, Lianyungang222000, China; 2.School of anagement, HarbinInstituteof Technology, Harbin150006, China) Abstract: Clothing has beco eone of the ost popular erchandises in eshop. The paper analyses eshoppers decision process for understanding the decision psychology of eshoppers purchasing clothing. The hypothet ical odel of eshoppers decision psychology in purchasing clothing was proposed, and a quantitative analysis of the hypothetical odel was ade based on Structure Equation Model. The study, taking clothing erchan dise as the angle of view, akes researches on eshopper s purchasepsychology. The result indicates that con su er s econo ic status, prejudice, perceived risks, brand, and price of clothing are the ain factors influen cing eshopper s purchase psychology. Although clothing quality has a certain i pact on eshopper s purchase psychology, the i pact is not significant. In addition, eshopp