服装个性化定制系统感知对购买行为意向的影响研究

Research on the Influence of Clothing Customization System Awareness on Purchase Behavioral Intention

为研究服装个性化定制系统感知与消费者购买行为意向之间的关系,提出服装定制系统感知的操作易用性、内容有用性、愉悦度感知、视觉美感知4个影响购买行为意向的变量,以及2个中介变量:满意度和感知风险,并构建概念理论模型。使用因子分析、相关分析、结构方程模型法进行数据统计分析,并检验假设。结果表明:内容有用性、愉悦度感知及视觉美感知对满意度均有显著正向影响,影响程度从大到小依次为:视觉美感知、愉悦度感知、内容有用性;满意度对购买行为意向有显著正向影响;内容有用性对感知风险有显著负向影响。研究结果可为服装企业开发个性化定制系统提供理论与实践依据。

In order to study the relationship between clothing customization system awareness and purchase behavioral intention,this paper suggested ease-to-use,usefulness of contents,perceived pleasure,and perceived visual aesthetics as the four variables influencing purchase behavioral intention.And taking satisfaction and risk awareness as two mediating variables,the theoretical model was constructed.Factor analysis,correlation analysis,and structural equation model were employed to analyze the data and to verify the hypotheses.The findings indicate that usefulness of content,perceived pleasure and perceived visual aesthetics have a positive influence on satisfaction,and the influential degree of perceived visual aesthetics ranks first,followed by perceived pleasure and usefulness of content.Satisfaction has signitifcant positive influence on purchase behavioral intention,while usefulness of content has significant negative influence on risk awareness.The results provide theoretical and practical basis for garment enterprises to develop clothing customization system.