休闲女装实体零售消费决策机制

Consumers decision mechanism of entity retail of lady casual wears

为认知休闲女装实体零售店铺的消费者决策形成要素及要素间的相互关系,为企业认知目标消费群体,有针对性地为调整零售渠道设计提供方案,通过专家访谈,梳理4Cs营销理论,得出13项休闲女装实体店消费者决策关键指标。通过问卷调查,采集了244位休闲女装消费者对各项关键指标的偏好情况。经主成分分析提取货品需求、安心服务及轻松决策3个因子,通过结构方程模型计算分析各项因子间的相互作用关系。结果表明,对消费者而言,货品需求的表现情况会分别正面影响消费者对安心服务和轻松决策表现情况的判断,而安心服务对轻松决策也具有同样的正面影响。

In order to learn customers decision factors of entity retailers of lady casual wears and the correlation among the factors,and provide a solution for the enterprise to learn the target customers and adjust retail channels accordingly,13 key indexes for the customers decision factors of entity retailers were concluded by the expert interviews and on 4Cs marketing theory.244 lady casual wears consumers＇ preferences on the key indexes were invested by the questionnaire survey.Three factors of Product demand,Security service and Effortless decision-making were extracted by the principal component analysis.The structural equation model was used to analyze the correlation among the factors,and the result shows that Product demand has positive influence on Security service and Effortless decisionmaking,respectively,while Security service also has positive influence on Effortless decision-making.