产品组合对服装网购行为的影响研究.docVIP

产品组合对服装网购行为的影响研究 中文摘要 互联网的快速发展为企业和商家提供了许多发展机遇,网上购物成为一种新购物方式,给企业和商家开辟了新的销售渠道，随着互联网的不断发展,人们对网络的依赖性也越来越强烈,网络正不知不觉地改变着现在人们的生活方式和消费购买方式。伴随着利用网络消费的人群的不断增加,服装电子商务的商机是服装企业和商家必须留意的。本论文在传统的购买行为习惯的相关理沦的基础上,通过阅读，研究网上购物的相关文献，获取了产品组合关联性对服装网购的行为影响。过调查问卷的形式，利用统计软件进行分析，最终得出产品组合在服装网购行为的影响。对于产品组合关联性对于服装网购的影响的问卷调研,从消费者的角度获得相关的网络购买行为的主要因素，这些因素从消费者的情感、认知、喜好、行动出发获取相关信息，分析不同的行为习惯对消费者服装网购的不同行为的影响。从而得出相关结论，为企业或商家提供相应的信息，以帮助网络服装经营者进行网购服装消费者的定位,从而帮助经营者更好地开展网络服装经营活动本论文对产品组合关联性对服装网购消费者购买行为的研究,探讨了影响消费者网上购买在产品组合关联性中的行因素,一定程度上对服装网购产品组合关联性的研究进行了理论补充。 关键字:服装消费者 网上购买行为 影响因素 产品组合 关联性 购物模式 The influence of product portfolio of apparel online shopping behavior research Abstract The rapid development of the Internet for enterprises and businessmen provides many opportunities for development, online shopping has become a new way of shopping, to the enterprise and businessman opens up new sales channels, with the continuous development of the Internet, people for network is becoming more and more intense, the dependence of the Internet is unknowingly changing peoples way of life now and consumer buying patterns. With the increasing use of network consumption crowd of, clothing e-commerce business is clothing enterprises and businesses must take care of that. This paper in the traditional purchase behavior, on the basis of related theory, through reading, study online shopping related literature, to obtain the product portfolio relevance of apparel online shopping behavior. The form of a questionnaire, the use of statistical software to carry on the analysis, finally it is concluded that the product portfolio in the clothing online shopping behavior. For product portfolio correlations for the influence of clothing online questionnaire survey, get the network from the perspective of consumer buying behavior of the main factors, these factors from the consumers emotion, cognition, be fond of, action set out to obtain relevant information, analysis of different behavior on the influence of different clothin