“线下+线上”交互式体验对服装购买意愿的影响

针对部分消费者选择线下体验线上购买的消费行为，基于ABC态度理论构建理论模型，提出感官交互体验、思维交互体验、行为交互体验、情感交互体验和关联交互体验5个可能影响线上服装购买意愿的变量，以愉悦度和满意度为中介变量，线上他人评价为调节变量，并通过因子分析、相关分析和回归分析方法进行实证分析。结果表明：实体店交互式体验对线上服装购买意愿有正向影响；愉悦度和满意度在实体店交互式体验与线上服装购买意愿之间的关系中均起到中介作用；线上他人评价在愉悦度和满意度与线上服装购买意愿之间起正向调节作用。为服装企业在感官、思维、行为、情感和关联方面提供更加精细化的营销建议，从而影响消费者的购买意愿。     

服装店铺形象对顾客感知价值和购买意愿的影响

以服装店铺为研究对象,通过实证研究分析服装店铺形象、顾客感知价值和购买意愿之间的关系。研究结果表明,在中国的服装实体零售中,店铺形象4个维度中商品形象、服务形象和氛围形象对顾客感知价值和购买意愿有显著的正向影响作用,而便利形象对购买意愿没有显著的影响。顾客感知价值对购买意愿有显著的正向影响作用,在服装店铺形象与购买意愿之间起到部分中介作用。建议服装企业合理制定营销策略打造良好的店铺形象,满足顾客多方面的价值需求,提高顾客的购买意愿,在激烈的市场竞争中脱颖而出。     

网络购物指标体系构建及其对消费者购买意愿的影响

文章以网络购物指标为研究对象,对在网络购物环境下影响消费者购买意愿的因素进行全面的探索挖掘,并分类研究。运用扎根理论,结合感知价值、满意度、忠诚度和购买意愿、购买行为等相关文献,从网站价值、店铺价值、产品价值和服务价值四个指标维度建立网络购物指标体系。运用问卷调查和层次分析法,构建网络购物指标体系对消费者购买意愿的影响层次模型,通过计算得出各个指标的权重影响。结果表明:在网络购物环境中,从消费者感知价值角度出发,对消费者购买意愿影响最大的是服务价值,产品价值、网站价值次之,店铺价值影响最小。     

基于消费者感知价值的线上线下服装定制模式

为了分析消费者感知价值对线上线下(O2O)服装定制模式的影响,梳理了目前国内O2O服装定制模式的现状,通过文献回顾、案例分析、小组讨论等方法,构建了O2O服装定制模式下消费者感知价值测量维度,采用各测量维度影响消费者购买意愿的概念模型,提出相关假设。通过对收集的589份有效问卷进行因子分析,得知各测量维度有很好的信度和效度。运用结构方程模型对研究假设进行检验。最后,提出了基于消费者感知价值的O2O服装定制模式。结果表明:该模型拟合度很好,研究假设得到验证;消费者感知价值各测量维度中,消费者感知到的专业能力对消费者购买意愿影响最大,而消费者感知到的情感价值对购买意愿影响最小。     

任务技术匹配对使用手机APP购买服装意愿的影响

本文在围绕手机APP、任务技术匹配(TTF)和购买意愿文献研究基础上,通过深度访谈和问卷调查,提炼出使用手机APP购买服装时TTF的21个测量指标。以北京地区消费者为主要样本,对使用手机APP购买服装时TTF对消费者购买意愿的影响进行实证研究,并得到相关结论,为服装公司研发手机APP提供了思路。     

虚拟主播特征对消费者服装购买意愿的影响

为了探究虚拟主播特征如何在直播营销中影响消费者的服装购买意愿,文章在分析虚拟主播、服装直播的基础上,提出虚拟主播特征的维度指标,并构建虚拟主播特征与消费者服装购买意愿之间的关系模型。利用SPSS、AMOS软件对收集的有效问卷进行分析。结果显示：虚拟主播的吸引力、互动性、专业性、智能性、信息质量对消费者服装购买意愿均有积极影响;感知有用性、满意度在虚拟主播特征与消费者服装购买意愿之间起着部分中介作用;满意度、感知有用性的链式中介效应成立,建议虚拟主播未来可从吸引力、互动性、专业性、智能性、信息质量5个维度进行改善,文章可为虚拟主播在服装行业的发展提供参考。     

线上服装产品体验对消费者再购意愿的影响

随着体验经济的到来,如何利用服装产品体验激发消费者的再购意愿成为关注的重点。文章通过文献研究的方法,确定了线上服装产品体验的4个维度,并建立服装产品体验、顾客满意度、消费者再购意愿三者之间的理论模型。从线上服装消费者中收集了263份有效调查问卷,将所得的有效样本数据进行多元回归分析,实证检验本文的理论模型。结果表明：线上服装产品体验中的感官体验、感知体验、实用体验、关联体验均对消费者的再购意愿有积极正向影响;顾客满意度在线上服装产品体验与消费者再购意愿间起部分中介作用。研究结果可为线上商家完善服装产品体验及营销策略提供参考。     

社交媒体中消费者绿色服装购买意愿分析

为了分析社交媒体传播背景下消费者对绿色服装的购买意愿,在文献查阅的基础上提取社交媒体传播中影响购买意愿的因素,并通过问卷调研的形式调查消费者的认知度与态度、获取信息的方式以及信息内容对绿色服装购买意愿的影响。结果表明:消费者对绿色服装具有较高认知度和购买意愿,但在实际购买与社交媒体平台中却很少关注相关信息。为增加绿色服装购买意愿,建议企业应结合消费者的社交媒体使用状况与信息获取方式制定针对性的传播策略,并在传播信息中强调绿色服装产品的舒适性及性价比,以及给消费者健康和环境保护所带来的实际益处。     

本土运动服饰品牌跨界营销对消费者购买意愿的影响

为研究影响消费者购买本土运动服饰品牌跨界合作服饰产品的营销影响作用机制,通过文献阅读、深度访谈及对本土4大运动品牌跨界营销案例进行搜集分析,提取影响购买意愿的8个因子。借助TPB和SOR理论模型,构建跨界营销因子对消费者购买意愿的影响模型。基于网络问卷调研获取的数据进行因子分析与多元回归分析。结果显示：消费者的品牌认知、跨界联合评价、品质认知、线下体验、个人创新性、个人文化自信、品牌的设计创新、传播渠道8个因子均对消费者的购买意愿产生影响,其中传播渠道、个人文化自信、个人创新性3个因素的影响较大。从设计创新、开拓传播渠道、借力文化自信等方面对本土运动服饰品牌企业提出了一定的建议。     

网络口碑对服装购买意愿的影响

在回顾国内外相关研究的基础上,从服装消费者的品牌取向和产品取向两方面建立了网络口碑信息压力和意见领袖对服装消费者购买意愿的影响模型,并通过网络消费者调研检验了该模型.研究发现,网络口碑中的信息压力、意见领袖对服装消费者态度有显著影响:网络口碑信息通过影响信息接受者的品牌态度进而正向影响消费者服装购买意愿.为服装品牌网站如何更好地利用网络口碑树立有效的营销沟通策略提出建议.     

网购时代影响消费者购买中国风时装因素研究

为探讨网购环境下影响消费者购买中国风品牌时装的因素,收集相关文献,构建网购消费者购买因素模型,提炼出影响消费者购买行为的因素维度,并细化为15个指标。通过李克特量表调查分析各维度及指标的影响程度,得出4个维度均对消费者购买行为有不同程度的影响,且网店信誉对消费者行为影响最为显著。根据分析结果对中国风时装品牌网店、产品、品牌维度提出建议,以期对中国风时装品牌定位及发展提供理论参考。     

The effects of carrier,benefit, and perceived trust in information channel on functional food purchase intention among Chinese consumers

The importance of consumers’ perceptions and adoption behavior has been recognized in the development of functional food innovation, but the issues have not been widely explored in China. This study aimed to examine the effects of carrier, benefit, and trust in information channel about functional foods on purchase intention as well as the demographic differences of these effects. A survey with 1144 respondents from Mainland China revealed that carriers were more important factors than benefits for perceived attractiveness and purchase intention. Benefits were more positively evaluated when attached to a more attractive carrier. Benefits of improving the body’s natural defense system were most favored by all groups; benefits about specific diseases were suitable to tailor for certain groups. Consumers with low educational level were reluctant to functional foods. The improvement of consumer education level does not necessarily increase the consumers’ purchase intention. Given the Chinese acquaintance society and the jeopardized public trust in food safety, the interpersonal channel was the most trusted information channel. However, perceived trust in mass media had more remarkable effects in predicting purchase intention toward functional foods, the typical products with credence attributes. Trust in mass media negatively interacted with friends’ recommendation in affecting purchase intention. These findings extend our understanding of how to tailor products for different groups and the effects of information channels on purchase intention.     

How do consumers perceive reformulated foods after the implementation of nutritional warnings? Case study with frankfurters in Chile

Nutritional warnings have emerged as a promising front-of-package nutrition labelling scheme to discourage consumption of products with high content of nutrients associated with non-communicable diseases. One of the objectives of this policy is to encourage the food industry to reformulate their products. However, information about consumers’ perception of reformulated products in the context of the implementation of this policy is still limited. The aim of this study was to assess the relative influence of different types of reformulation on consumers’ perceived healthfulness and purchase intention, using frankfurters as case study. A conjoint analysis was implemented considering a fractional factorial design involving 5 2-level variables: brand type (artisanal/industrial), sodium reduction (with/without), saturated fat reduction (with/without), fibre claim (with/without) and cholesterol claim (with/without). An online survey with 494 consumers was implemented one year after the implementation of nutritional warnings in Chile. Participants were randomly divided into two groups, one of which evaluated purchase intention (n = 249) and the other evaluated perceived healthfulness (n = 245). Data were analysed using analysis of variance and cluster analysis. Results showed that reformulated products without nutritional warnings for sodium and saturated fat were perceived as more healthful and had higher purchase intention scores than then regular counterparts. On the contrary, nutrient claims did not have a relevant effect on consumers’ perception. Heterogeneity in consumers’ reaction to the reformulated products was found and was mainly related to consumption frequency of the product category. Results provide insights for policy makers and food companies in countries considering the implementation of nutritional warnings.     

Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits,perceived sustainability benefits and perceived price

This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation between perceived health benefits and intention and the relation between perceived sustainability benefits and intention. Perceived price was expected to moderate the relation between intention and behavior. An online survey was conducted, resulting in a sample size of 504 participants. Data were analyzed by partial-least squares structural equation modeling. The results indicate that intention and perceived behavioral control influence the purchase behavior for organic vegetables, with intention presenting the strongest impact on behavior. Attitude has the strongest impact on consumer intention to purchase organic vegetables, followed by perceived behavioral control and subjective norms. The results also indicate that attitude mediates the relations between perceived health benefits and intention and perceived sustainability benefits and intention. Perceived price moderates the relationship between intention and behavior. Based on the results, managerial implications are presented.     

Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia

The world market for functional foods has grown dynamically and China is expected to be one of the most promising markets. But little is understood the formation mechanisms of consumers’ purchase attitude and intention toward functional foods in Mainland China. The current study investigates the roles of trust, health consciousness and price in shaping consumers’ purchase intention toward functional foods by focusing on purchase attitude as a mediator and food neophobia as a moderator. Results from the sample of 1144 Chinese suggest that Chinese consumers had moderate purchase intention toward functional foods. Trust in the food system and health consciousness positively affects purchase intention via purchase attitude. Price negatively affects purchase intention; meanwhile, the negative effect could be counteracted by health consciousness. Food neophobia does not directly affect individuals’ purchase attitude or intention, but moderates the relationships between antecedents and them. Consumers with a low level of food neophobia treat higher price as a monetary sacrifice, while their counterparts may regard a higher price as a greater quality signal. The study offers the food industry insights into the development and marketing of functional foods targeted to the Mainland China market.     

跨境电商平台用户体验对服装消费者购买意愿的影响——基于来源国形象的调节作用

2019年《电子商务法》的实施使跨境电商平台成为跨国消费的首选渠道,因此,研究跨境电商平台用户体验对购买意愿的影响具有重要意义。文章通过文献梳理和分析,设立了用户体验和购买意愿之间的假设关系模型。基于问卷调研数据,采用因子分析和回归分析相结合的方法,实证验证了几者之间的关系及影响。研究发现:用户体验中实用、产品、服务、关联四项要素正向影响购买意愿;体验价值和信任度起到中介作用,且消费者体验价值正向影响信任度;来源国形象在信任度和购买意愿之间具有正向调节作用,由此为跨境电商平台提出相关对策建议。     

Consumer behaviour towards chicken breasts affected with myopathy (Wooden Breast): face-to-face vs. online tests

The incidence of the Wooden Breast myopathy (WB) in the meat industry is increasingly high and causes economic losses. This work seeks to study the impact of this myopathy on consumer perception. The aim of this study was to evaluate consumers' degree of knowledge, acceptability and purchase intention of chicken breasts affected by the WB. In face-to-face scenario, 197 participants evaluated samples of Normal (N), Moderate (WBM) and Severe WB (WBS) breasts fillet, whereas in the online scenario 200 participants analysed the photographic images of the samples. Participants' perceptions did not show differences among informed conditions, conversely to the scenario. N samples show higher scores in both tests in the face-to-face scenario, but this was not the case for the samples evaluated in the online scenario, where WBM samples were better accepted and did not present differences compared with N breast samples regarding purchase intention. This work shed light on the importance of the scenario for consumer perception and the necessity of reformulated objectives and experimental designs in the current pandemic context.     

服装企业环保主张对消费者购买意愿的影响

为提升消费者对服装企业不同类型环保主张辨识度,通过实证研究测量不同恐惧诉求水平下消费者对关联型与实质型环保主张反馈差异。采用独立样本T检验、回归分析,讨论不同类型环保主张下消费者购买意愿差异及感知绿色价值的中介作用。通过实验研究发现:与无环保主张的参照组相比,被试者对持环保主张企业有更积极的购买态度;但与关联型环保主张相比,实质型被试者购买意愿无显著差异;恐惧诉求可激发被试者对实质型与关联型环保主张的购买意愿差异;低恐惧诉求条件下,关联型与实质型环保主张消费者购买意愿无显著差异;但高恐惧诉求条件下,被试者对实质型环保主张较关联型环保主张有更积极购买意愿,且感知绿色价值在其中起中介作用。     

An integrated framework to explain consumers’ purchase intentions toward green food in the Chinese context

The present study aims to explore an appropriate framework for explaining consumers’ purchase intentions toward green food in the Chinese context. An integrated green food purchase intention (IGFPI) model was designed based on various cognitive and affective variables extracted from the amended theory of planned behavior (A-TPB) and modified stimulus-organism-response (M-SOR) models. An online survey was conducted among Chinese consumers with 1,412 usable responses. Research data were analyzed using structural equation modeling to evaluate the strength of the relationship between constructs and compare the model fit among three models (i.e., A-TPB, M-SOR, and IGFPI). The findings reveal that three models present reasonable fit and the IGFPI model provides a better explanatory power than the other two independent models. In summarizing the results of hypotheses tests among the three models, the variables of perceived behavioral control, face consciousness, group conformity, utilitarian and hedonic attitudes have significant effects on purchase intentions toward green food. Consumers’ perceptions of nutritional content and price attributes of green food have strong effects on utilitarian attitudes, while the sensory appeal and price attributes strongly influence hedonic attitudes. Interestingly, the strength of the association between confidence, personal characteristics and purchase intention, as well as between ecological welfare and utilitarian attitudes vary within the independent and integrated models respectively. This study provides insight for stakeholders and future research in better understanding the framework and factors that influence purchase intentions of consumers toward green food products in the Chinese context.     

消费者服装产品知识对网上购买服装意向的影响

主要关注消费者的服装产品知识对其网上购买服装行为意向的影响.通过对技术接受模型的延伸,将影响网上购物决策的关键变量--网上购物感知、行为意向作为基本的研究变量,并在此基础上,引入消费者的服装产品知识作为自变量.通过实证研究,验证了此模型在中国网络购衣环境下的有效性,提出了营销建议.