基于Logistic模型的消费者泳装购买意愿影响因素实证研究

Empirical research on the influencing factors of swimsuit purchase intention of consumers based on Logistic model

为探究影响消费者购买泳装意愿的因素,从消费者个体特征、游泳情况、购买特征、消费偏好及需求4个方面构建理论模型。对410名消费者进行调研,运用SPSS 23.0和StataMP 16软件进行数据分析和计量检验,采用二元Logistic回归模型分析消费者泳装购买意愿及其影响因素。结果表明:消费者收入、购买频率、购买体验满意度、款式造型、面料材质、前沿技术体验感等15个因素对消费者购买泳装的意愿具有正向显著影响;年龄、游泳能力、游泳原因、购买价格等4个因素对购买泳装的意愿具有负向显著影响。研究结果可为泳装企业产品研发、设计、生产和销售提供建议。

In order to explore the influencing factors of consumers′willingness to buy swimsuit,a theoretical model was constructed from four aspects:consumers′individual characteristics,swimming situation,consumers′purchase characteristics,consumption preferences and demand.410 consumers′were investigated with SPSS 23.0 and StataMP 16 software used for data analysis and quantitative inspection,and binary Logistic regression model used to analyze swimsuit purchase intention of consumers and its influencing factors.The results show that 15 factors have significant positive effects on their willingness to buy swimsuit,such as consumers′income,purchase frequency,purchase experience satisfaction,style modeling,fabric material and experience feeling of front technology.However,age,swimming ability,swimming reasons and purchase price have significant negative effects on swimsuit purchase intention.It provides suggestions for product development,design,production and sales of swimsuit enterprises.