网络营销中消费者的服装虚拟体验及其影响因素

Consumer's clothing virtual experience and its influencing factors in network marketing

服装虚拟体验在服装网络营销中的作用日显重要。文章在质性研究服装虚拟体验概念的基础上,利用结构方程模型方法,实证分析网络营销中消费者服装虚拟体验的影响因素,探究消费者因素的可能中介作用。研究数据来自306个服装网购者的线上和线下问卷调查。研究发现:服装网站的生动性、互动性、娱乐性,消费者的经验和态度都是消费者服装虚拟体验的影响因素;消费者因素在服装网站对服装虚拟体验的影响中具有差异化的中介作用。此研究对于人们认识服装虚拟体验,有效地开展服装网络营销活动具有一定的参考价值。

The role of clothing virtual experience in clothing network marketing is becoming more and more important.Based on qualitative analysis of clothing virtual experience,the influencing factors of consumer’s clothing virtual experience in network marketing were investigated by using structural equation model method,and the possible mediating effects of consumer factors were analyzed.The data were from 306 online and offline questionnaires of online clothing consumers.The results showed that,vividness,interactivity and entertaining of clothing marketing website,experience and attitude of online clothing consumers were all the factors influencing the consumer’s clothing virtual experience;consumer factors play different mediating roles in clothing marketing website factors affecting consumer’s clothing virtual experience.This paper is of certain value for people to understand the clothing virtual experience,and effectively carry out network clothing marketing activities.