25～40岁女性线上服装消费满意度评价实证研究

Empirical Study on Evaluation of On-line Apparel Consumption Satisfaction of Females between 25 and 40

针对女装企业线上营销存在广告效果差、促销被动等问题,进行了25～40岁女性线上服装消费满意度的研究.通过对有服装网购经验的女性进行深度访谈及问卷调查,结合服装网购的发展现状,分析得出影响女性线上服装消费满意度的三大因素：网站建设特征、服装产品品质特征、客服服务质量特征.运用模糊数学理论及熵值理论建立了女性线上服装消费满意度的模糊综合评判二级模型,并对淘宝网上某一女装品牌进行了实证分析.研究结果表明：所建立的二级模型中,在第一级因素里,服装产品品质是最重要的;在第二级因素里,交易支付安全性、性价比、物流配送3个子因素是最重要的.实证评价结果清晰,实现了评价的定量化,可为服装企业的线上营销提供相关建议.

In allusion to problems such as poor advertising effect and passive promotion in on-line marketing of women＇s dress enterprises,this paper conducts a research on on-line apparel consumption satisfaction of females between 25 and 40.It is obtained through in-depth interview and questionnaire survey on females with experience of online clothing shopping and analysis in combination with the development status of online clothing shopping that three major factors influencing online apparel consumption satisfaction of females are website construction features,quality characteristics of dress goods and quality characteristics of customer service.This paper establishes two-level model of fuzzy comprehensive evaluation of online apparel consumption satisfaction of females with fuzzy mathematic theory and entropy value theory and conducts empirical analysis on some women＇s dress brand on Taobao.The research result shows that the quality of dress goods is the most important one among level-1 factors in the two-level model established and payment security,cost performance and logistics distribution are most important among level-2 factors.The empirical evaluation result is clear and realizes quantification of evaluation and can provide relevant suggestions for on-line marketing of apparel enterprises.