服装业“店选网购”跳单问题影响机理及实证研究

Influence Mechanism and Empirical Study on the Problem of Jump-dealing Problem about Shop to Choose Online Shopping in Garment Industry

目前,"店选网购"跳单问题较为显著,对"店选网购"跳单行为的机理研究具有一定的理论意义和实践价值.文章对"店选网购"跳单行为的成因、消费者心理、跳单行为的文献进行了总结和分析,以服装消费者"店选网购"跳单行为研究主题以及减少这种行为为研究目的,提出了研究假设并构建了理论模型,选择合适的测量指标,基于问卷调研数据,采用因子分析和回归分析相结合的方法,实证分析了消费者在"店选网购"过程中的消费心理与其消费行为的关系及影响.研究表明:"店选网购"行为中网商因素、店商因素及商品形态对消费者接受度心理及信任度心理具有显著影响,且"店选网购"跳单行为中消费者接受度心理及信任度心理对跳单行为具有显著的正向影响.由此,从网商层面、店商层面及商品形态层面提出减少"店选网购"跳单问题的对策建议.

At present,the shop to choose online shopping problem is more significant,which has certain theoretical significance and practical value for the study of the mechanism of shop to choose online shopping jump order behavior.This paper summarizes and analyzes the causes of shop to choose online shopping jump order behavior,consumer psychology,the literature of Jump order behavior,takes the clothing consumer shop to choose online shopping jump Line as the research topic and reduces this behavior as the research goal,puts forward the research hypothesis and constructs the theory model,selects the appropriate measurement index,based on the questionnaire investigation data,By means of factor analysis and regression analysis and analysis,this paper empirically analyzes the relationship and influence of consumers'consumption psychology and consumption behavior in the process of shop to choose online shopping.The results show that the network quotient factor,shop quotient factor and commodity form in shop to choose online shopping behavior have a significant influence on consumer acceptance psychology and trust psychology,and the Psychological and trust psychology of consumer acceptance in shop to choose online shopping Jump order behavior has a significant positive effect on the jump order behavior.Therefore,this paper puts forward some countermeasures and suggestions to reduce the problem of shop to choose online shopping jump order from the level of network quotient,the level of shop and the commodity form.