服装产品营销属性对购买行为影响的实证研究

Empirical research on apparel product marketing attributes impacting on purchasing behavior

从产品的营销属性出发,加入新媒体传播和消费者态度这两个中介变量,研究产品营销属性、新媒体传播、消费者态度和消费者购买行为之间的关系。以松江大学城的大学生服装消费群体为实证对象,借助SPSS 20.0和AMOS 20.0对模型进行验证分析,构建了服装产品营销属性影响购买行为的量化模型。研究结果表明,产品的营销属性对购买行为的直接作用明显,且通过新媒体传播和消费者态度间接地影响购买行为。为此,服装生产商和经销商应注重产品信息在新媒体上的传播,打造良好的品牌形象,做好产品质量和功能之外的细节,注重消费者情感体验,促成其实际的购买行为。

Proceeded from the product marketing attributes and joined the intermediary variables of new medium and consumer attitude, this paper analyzed the relationship between product marketing attributes, new medium, consumer attitudes and consumer purchasing behavior. Taking the students＇ clothing consumer groups in Songjiang university town as research object and on this verified model on the basis of SPSS 20.0 and AMOS 20.0, a quantitative model of clothing marketing attributes affecting the buying behavior has been built. The research result shows that product marketing attributes have both direct effect and indirect effect via new medium and consumer attitude on purchasing behavior. Therefore, clothing manufacturers and dealers should pay great attention to the transmission of product informations on new medium, creating a good brand image, guaranteeing the details besides the product function and quality and attaching importance to consumers＇ emotional experience to contribut to the actual purchase behaviors.