摘要
随着人们追求快时尚服饰的个性化、流行时尚化和平价化,基于互联网线上定制设计正成为当下热点。文中针对快时尚服装品类特点,以线上定制(Online-Tailored)设计为出发点,探讨快时尚服装消费者使用在线定制设计服务的影响因素和内在机理,为快时尚企业和电商提供相关的管理建议。研究中通过技术接受模型(TAM)为基础,以对在线定制设计有了解的学生人群为调研对象,利用SPSS对数据进行分析和模型检验,分析影响消费者对快时尚服装在线定制设计的接受态度。分析结果发现:成本感知、个性感知、速度感知、感知易用性以及流行时尚的影响是消费者接受快时尚服装在线定制设计的关键因素;同时心理态度起到中介作用,进而影响消费者购买在线定制设计快时尚服装的行为。
Under people pursuit of fast fashion due to its personal,popular and relative low price features. This article explores the internal mechanism of consumers design apparels under online - tailor, providing relevant management advices to the operator. Using software SPSS to handle data and test TAM model, in order to investigate the factors that influence consumer acceptance of online apparel online - teiilor design attitude. The results show that cost, personality and speed perception, perceived ease of use and popular fashion effect are key factors in consumer acceptance of online - tailor fast fashion design. At the same time, attitude plays an intermediary role, thereby affecting consumer buying behavior.
出处
《物流工程与管理》
2017年第6期149-152,144,共5页
Logistics Engineering and Management
关键词
在线定制设计
快时尚
消费行为
技术接受模型
online - tailor design
fast fashion
consumption behavior
technology acceptable model
