服装消费情绪影响购买决策的实证研究

Empirical study on consumer sentiment affecting clothing purchase decision

随着感性消费时代的到来,消费者的情绪化消费行为受到服装行业越来越多的关注。针对服装零售卖场中影响消费情绪的因素进行研究,借鉴社会学、经济学、心理学应用比较广泛的结构方程模型,通过市场调查的一手数据,借助SPSS12.0数据分析软件和结构方程模型分析软件AMOS70,验证了7Ps营销理论在服装零售卖场的适用性,建立了服装消费情绪影响购买决策的量化模型,得出了主要构成要素间的假设结果,并结合服装零售卖场的可控因素提出了相应的营销建议,对服装行业提高销售业绩有一定的指导意义。

As the time of sentimental consumption arrives,the sentimental consumption behavior of consumers has drawn more and more attentions from the garment industry.The purposes of this article are to study the factors affecting consumer sentiment on the retailing market.Structural Equanon Modeling（SEM）,widely used in sociology,economics and psychology,and data analysis software SPSS12.0,and market survey results are used to verify the adaptability of 7Ps marketing theory in retailing market.A quantative model of consumer sentiment affecting clothing purchase decision is developed,and an assumption results of main elements is made.Corresponding marketing proposals are put forward based on the controllable factors on the market.This research provides a guidance line for the garment industry to improve sales performance.