服装网络购买意愿影响因素的假设模型及实证研究

Hypothesis Model and Empirical Study of Factors Influencing Apparel Online Purchase Intention

以刺激-机体-反应模型(Stimulus-Organism-Response,简称S-O-R模型)为理论框架,将影响服装网络购买意愿的因素归纳为消费者特征因素、产品特征因素和网络零售商特征因素.将产品特征因素中的品牌和促销,网络零售商特征因素中的产品信息作为环境刺激因素(S),将消费者特征因素中的情绪和认知因素作为机体(O),购买意愿作为反应(R),构建出服装网络消费者购买意愿影响因素的理论假设模型.制作了模拟服装网站,将其作为考察不同组合下消费者内部心理认知和购买意愿差异的实验载体,通过信度、效度和因子分析对实验数据的品质进行检验,然后运用结构方程模型对11个假设进行了检验.结果证明:本研究所建立的模型有一定的可行性,可以为企业提供一定的理论支持.

The factors influencing purchase intention were divided into three parts： consumer char- acteristics, product characteristics and web site retailer＇ s characteristics, on the basis of S-O-R. The brand and promotion from product characteristics, and product information from web site retail- er＇ s characteristics were selected as stimuli（S） , the consumer characteristics were selected as or- ganism（O）, the purchase intention was selected as response（R）. The model of effects on apparel online purchase intention was created with the selected S, O, R, then the corresponding hypotheses model was conducted. An experiment website was constructed to examine the diversity of the con- sumers＇ emotional and cognitive factor, purchase intention in different context. The data＇ s quality was tested with reliability analysis, validity analysis and factor analysis. Eleven hypotheses were tested with AMOS17.0. The results showed that the model had certain feasibility and could provide theoretical basis for apparel enterprise.