移动购物App消费体验对服装购买意愿的影响

Influence of Mobile Shopping App Consumption Experience on Clothing Purchase Intention

随着网络技术的高速发展和手机、平板电脑的普及,消费者越来越热衷于在移动购物App上购物,也愈发重视在App购物时的体验。以移动购物App的消费者为研究对象,以信任为中介变量,构建App消费体验的3个维度对服装购买意愿影响的理论模型,并对该模型进行了实证分析与检验。研究结果表明:消费者在移动购物App消费时,互动体验、感知体验和情感体验正向影响服装购买意愿,信任起到了中介作用。研究结果可为服装企业进行App营销措施的改进提供理论基础。

With the speedy development of network technology and the popularity of phablet,consumers are increasingly keen on shopping on mobile shopping apps,and also pay more and more attention to shopping experience of the App.Taking the mobile consumers of shopping App as the research object,and setting trust as intermediary variables,this paper constructs a theoretical model of apparel purchasing intention influenced by three dimensions of App consumption experience,and carries out empirical analysis and test on the model.The results show that interactive experience,perceived experience and emotional experience in using mobile shopping App have significant positive effects on clothing purchase intention,and trust plays a mediating role.The research results can provide a theoretical basis for clothing enterprises to improve their App marketing.