服装产品高级感对消费者购买行为影响的机理研究

Mechanism Research on Influence of Clothing Product Sense of Superiority on Consumers’Purchase Behavior

高级感是影响消费者购买服装产品的重要心理标准,利用扎根理论研究方法提取出服装产品高级感的影响因素,基于文献研究建立服装产品高级感对消费者购买行为的影响因素模型,并采用SPSS26.0对调研数据进行实证分析.通过验证得出高级感各影响因素对消费者购买意愿和支付意愿有显著正向影响.研究结果为探讨高级感对消费者影响的关键因素及内部运行机理提供一定的理论基础,并为服装新产品开发提供对策建议.

The sense of superiority is an important psychological standard that affects consumers′purchasing behavior of clothing products.The influential factors of clothing product sense of superiority were extracted using grounded theory research method.Based on the literature research,the influential factor model of clothing product sense of superiority on consumers’purchasing behavior was established,and the survey data were empirically analyzed with SPSS26.0.Through verification,it is concluded that the influencing factors of sense of superiority have significant positive influence on consumers’purchase intention and payment intention.The research results provide a theoretical basis for exploring the key factors and internal operation mechanism of sense of superiority on consumers,and provide countermeasures and suggestions for the development of new clothing products.