O2O线下体验对服装消费者购买意向的影响

Effect of O2O Offline Store Experience on Purchase Intention

本研究在理论分析的基础上,以消费者接受度为中介变量,构建O2O线下体验对服装消费者购买意愿的影响模型,基于问卷调查数据,采用回归分析进行中介效应检验,实证分析了O2O线下体验、接受度和服装消费者购买意愿之间的关系.研究发现:体验店形象、产品特征、体验度与购买意愿之间具有显著的正相关关系,且体验店形象、体验度、产品特征对购买意愿的影响以此递减;接受度在体验度和产品特征与购买意愿的关系中存在部分中介效应,在体验店形象与购买意愿的关系中存在完全中介效应.因此,服装企业应该关注产品的个性化、体验环境的舒适性、体验环节的趣味性、服务人员的专业性等;增强消费者对体验形式、产品和企业的接受度,从而达到提高消费者购买意愿的目的.

Based on the theoretical analysis, the consumer acceptance was taken as an intermediary variable to construct the influence model of O2O online experience on clothing consumers＇ purchase intention. Derived from questionnaires, the data were dealt with regression analysis for mediating effect evaluation, and the relationship between O2O offline experience, acceptance and clothing consumers＇ purchase intention were empirically analyzed. The results shows that there is a significant positive correlation between the image of experiential store, product characteristics, experience and purchase intention, furthermore, their influences on purchase intention is decreasing from store im- age, experience to product characteristics. Acceptance has partial mediating effect on the relation- ship between experiential, product characteristics and purchase intention, and there is a full media- tion effect on the relationship between experiential store image and purchase intention. Therefore, clothing enterprises should pay more attention on personalized products, comfort of the environment, experience aspects of interest, professional service personnel, and increasing consumer purchasing intention by enhance the consumer experience form, product and enterprise acceptance.