摘要
在网络购物日益成熟和服装消费者消费需求巨大转变的情况下,在线服装定制已经成为服装业发展的一种新趋势。为了解消费者选择在线服装定制的影响因素,运用SPSS统计软件在进行信度和效度分析的基础上,对问卷调查所得的数据进行因子分析,提取出影响消费者选择在线服装定制的5个重要公因子。研究结果为在线服装定制企业的经营和发展提供了产品和服务方面的营销建议,帮助在线服装定制企业适应新的发展趋势,并提高企业市场竞争力。
Online apparel customization has become a new trend in clothing industry with the mature of online shopping and change of consumer＇ s demand. In order to investigate the factors influencing consumer＇ s selection on online apparel customization,reliability and validity of the survey results were analyzed by SPSS statistical software,and five important common factors that affect consumer＇ s choice on online apparel tailoring were extracted for factor analysis. The results of the study provide marketing proposals on production and service for online apparel customization enterprise＇ s operation and develop,help them adapt to the new development trend and improve their competitiveness.
作者
尚慧丽
陈莹莹
SHANG Hui li;CHEN Ying ying(School of Administration,Harbin Univ e r s i t y o f Co mme r c e,Ha r b in ,He i lo n g j ia n g 1 5 0 0 2 8,C h in a)
出处
《毛纺科技》
CAS
北大核心
2018年第5期62-66,共5页
Wool Textile Journal
基金
哈尔滨商业大学学科项目(hx2016001)
关键词
在线服装定制
影响因素
因子分析
营销建议
onlineapparelcustomization
influencingfactors
factoranalysis
marketingproposal
