婚纱消费者购买偏好及影响因素分析——以北京地区女性为例

Analysis on purchase preference of wedding dress consumers and influencing factors:case study of women in Beijing

在婚纱市场的不断发展和完善中,消费者在其中起到了重要作用。文章研究了婚纱消费者购买偏好对婚纱业的推动作用,并以北京地区婚纱消费者为研究对象,提出婚纱产品描述、炫耀性消费心理、购买经验、婚纱产品知识四个关键影响因素,并通过阅读相关文献提出相关假设。运用问卷调查采集数据,构建了结构方程模型。研究表明,四要素与感知价值之间存在正相关,并与感知风险存在负相关;感知价值与消费者购买偏好之间存在正相关;感知风险与消费者购买偏好之间存在负相关;感知风险与感知价值存在中介作用。根据研究结果,文章提出相应对策。

In the continuous development and improvement of wedding dress market,consumers play an important role.In this study,the promoting effect of purchase preferences of wedding dress consumers on the wedding dress industry is investigated,and four key influencing factors(wedding dress product description,conspicuous consumption psychology,purchase experience and wedding dress product knowledge)are put forward with wedding dress consumers in Beijing as the research object,and relevant hypotheses are raised based on relevant literatures.A structural equation model is constructed based on data collected via questionnaire survey.The results show that the four elements are positively related to perceived value,and negatively related to perceived risk;perceived value is positively related to consumer purchase preferences;perceived risk is negatively related to consumer purchase preferences;perceived risk and perceived value play an intermediary role.Based on the research results,corresponding countermeasures are put forward herein.