快速时尚品牌消费者的购买决策影响因素

The Influencing Factors of Consumer's Purchase Decision-Making of Fast Fashion Brands

以消费者购买决策为出发点,借鉴结构方程模型,提出8大假设并构建了快速时尚品牌消费者的购买决策模型.通过市场调查获得的数据,借助SPSS16.0和AMOS7.0软件对数据的信度、效度和模型的拟合度进行解析.对模型进行验证性因子分析和路径分析,得出模型中各潜变量之间的关系,对我国服装企业掌握国内消费者购买行为规律以及实施快速时尚品牌战略决策具有参考价值.

Started with consumers＇ decision-making of purchase,eight assumptions were raised,then the consumer＇s purchase decision-making model of fast fashion brands was built by using the structural equation modeling（SEM）.Based on the data from marketing research,the data＇s reliability,validity and fit were analyzed by analysis software SPSS 16.0,AMOS 7.0.The relationships among the latent variables were worked out by the analysis of confirmatory factor and path analysis of hypothesis model.The model is valuable for not only mastering the regular pattern of the domestic consumers＇ buying behavior,but also carrying out the decision-making of fast fashion brand strategy for Chinese clothing enterprises.