网上服装展示对消费者购买行为的影响研究

On Effect of Online Apparel Display to Consumer Purchasing Behavior

为拓展网上服装展示构成因素相关研究的理论和方法,对网上服装展示构成要素与消费者购买决策之间的关联度进行研究.根据视觉流程原理和服装消费者行为"刺激—反应"模式,通过眼动跟踪实验、主观问卷调研以及虚拟网上购买和评价实验,筛选出网上服装展示中影响消费者购买行为的主要构成因子,建立了由服装主体展示、产品信息展示、整体布局展示组成的网上服装展示构成要素体系.结果表明,网上服装展示构成要素的改变会对消费者的购买行为产生显著影响,网上服装展示各构成因素之间对消费者购买行为的影响具有差异性,网上服装展示的各个构成因素之间相互独立.

To expand the related research theory and method about factors of online apparel display,correlation between factors of online apparel display and consumer purchasing decision has been studied with Visual process principle and the＂stimulus-response＂model of apparel consumer behavior as the theory bases.Eye-tracking experiments,questionnaire survey and virtual online purchasing and evaluation experiments have been used to select factors that affect consumer-purchasing behavior on online apparel display. Online apparel display constituent system is made up of product display,product information display,and overall layout display.It is confirmed that online apparel display changes play a significant role on the consumer online purchasing behavior;the various factors of online apparel display have different impacts on consumer purchasing behavior;these factors are independent.