网络消费者购买服装类商品的决策心理研究.docVIP

第32卷第1期2011年3月 大连理工大学学报(社会科学版 Journal of Dalian University of Technology (Social Sciences Vol. 32, No. 1Mar. 2011 网络消费者购买服装类商品的决策心理研究 王 崇1, 2, 刘 健1 (1. 淮海工学院商学院, 江苏连云港222000; 2. 哈尔滨工业大学管理学院, 黑龙江哈尔滨150006 摘 要:为了掌握网络消费者购买服装类商品的决策心理, 文章对消费者上网购买服装的决策过程进行了分析, 提出网络消费者购买服装类商品决策心理假设模型, 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决策心理活动模型。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决策心理的主要因素, 服装质量虽然对网络消费者决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。 关键词:网络消费者; 购买决策; 服装; 心理 中图分类号:F 274 文献标识码:A 文章编号:1008 407X(2011 01 0014 05 Research on E shoppers Decision Psychology in Purchasing Clothes Based on Empirical Analysis WANG Chong 1, 2, LIU Jian 2 (1. Business School, H uaihai Institute of Technology, Lianyungang 222000, China; 2. School of Managem ent, H arbi n Institute of Technology, Harbin 150006, Chi na Abstract:Clothing has becom e one of the m ost popular merchandises in e shop. T he paper analyses e shoppers decisio n pro cess for understanding the decision psycho logy of e sho pper s pur chasing clo thing. T he hypo thet ical mo del o f e shoppers decision psy cholo gy in purchasing clo thing w as proposed, and a quantitative analysis of the hy po thetical mo del w as made based on Structure Equation M odel. T he study, taking clo thing merchan dise as the ang le of view , makes researches o n e shopper s purchase psy cholo gy. The result indicates that con sum er s economic status, prejudice, perceived risks, br and, and price o f clothing are the main factor s influen cing e shopper s purchase psycho logy. A lthough clothing quality has a certain im pact o n e shopper s pur chase psycho logy, the impact is not sig nificant. In addition, e shopper s per ceiv ed risks m ainly co me from the pr es tig e of the enter prises. Key words:e sho pper ; pur chase decision; clothing ; psy cholo gy 收稿日期:2009 07 08; 修回日期:2010 01 20 作者简介:王崇(1966 , 男, 黑龙江密山人, 副教授, 博士, 主要从事电子商务、商务智能、网络营销研究; 刘健(1970 , 女, 黑龙江哈尔滨人, 高级 , 我国网络购物市场经过近十年的发展和培育, 已初具规模。尽管上网购物人数的增加为商家提供了商机, 但在网络购物环境下, 由于购物方式、购物环境的变化, 消费者