婴幼儿服装网络购买意愿影响因素实证分析

Influence Factors Analysis of Purchase Intention Online for Infants Clothing

基于婴幼儿服装的消费群体更加注重产品安全性、网络购物便捷性、强烈的情感交流,利用实证分析方法探讨婴幼儿服装网络购买意愿的影响因素。以网络消费者为研究对象,分析购买意愿、感知风险、品牌认知、质量风险、隐私风险、网络口碑、营销策略之间的关系。结果表明,购买意愿对感知风险、品牌认知、网络口碑的影响显著;感知风险对隐私风险、质量风险的影响显著;品牌认知对网络口碑的影响不显著;品牌认知对质量风险的影响显著;营销策略对购买意愿的影响显著。文章对婴幼儿服装生产企业网络营销提出建议,为婴幼儿服装电商发展提供参考。

Based on the situation that infants clothing consumer groups pay more attention to produet safety, convenience of online shopping and strong emotional communication, the influencing factors on the purchase inten-tion online for infants clothing were discussed by using the methods of empirical analysis. Network consumers were used as the research objects, the relationship among purchase intention, perceiving risk, brand awareness, qualityrisk, privacy risk, internet reputation, marketing strategy were analyzed. The result shows that purchase intentionhas a significant impact on perceived risk, brand awareness, and internet reputation. Perceiving risk has a signifi-cant effect on privacy risk and quality risk. Brand awareness has no significant effect on network reputation but hasa significant impact on quality risk. Marketing strategy has a significant impact on purchase intention. This paper also makes recommendations for the network marketing of infants clothing manufacturers, which provides reference for the development of infants clothing business.