全渠道零售下服装消费体验的模型构建与应用分析

Model Construction and Application Analysis of Apparel Consumption Experience Under Omni-channel Retail

通过消费体验的相关理论研究,初步确定了消费者购物过程中的消费体验维度为感知体验、情感体验和思考体验;在全渠道零售的主题下,通过扎根理论,对服装全渠道价值感知因素进行初步探索,得到服装全渠道价值感知由以下3个方面组成:功能性价值感知,享乐性价值感知和社会性价值感知。基于扎根理论,借助于Nvivo8.0质性资料分析软件,因素自上而下深入挖掘。最后,通过SPSS19.0进行基础的问卷可行性和有效性分析,对数据进行因子分析,确定最终因素。借助AMOS21.0软件做定量分析,对服装全渠道零售消费体验互动模型进行了验证,得出企业可以从功能性价值感知、享乐性价值感知和社会性价值感知3个维度来提高消费体验的结论。

The dimensions of experience in the consumer shopping process were determined as perceived experience, emotional experience and thinking experience by studying the relevant theories of consumer experience. Under the theme of omni-channel retailing, the ubiquitous value perception of clothing was explored through grounded theory. Clothing omni-channel value perception consists of three aspects, functional value perception, hedonic value perception and social value perception. Then, with the help of Nvivo8.0 qualitative data analysis software, the factors were drilled from top to bottom. Finally, the feasibility and effectiveness of the basic questionnaire were analyzed by SPSS19.0, and the data was analyzed by factors. Quantitative analysis was performed with AMOS 21.0 software, the omni-channel retail consumption experience interaction model of clothing was verified, and it can be concluded that the consumption experience can be improved by enterprises from three dimensions: functional value perception, hedonic value perception and social value perception.