基于灰色关联层次分析的快时尚服装网购行为影响因素研究

Research on Influencing Factors of Fast Fashion Apparel Online Shopping Behavior Based on Grey Relational Analytic Hierarchy Process

为确定影响快时尚服装品牌网络消费者购买行为的主要因素,基于AISAS模型确定影响因素并将其量化,建立灰色关联分析模型,确定引起注意、产生兴趣、信息搜索和分享体验几个因素对购买行为的主次影响顺序,再用层次分析法进一步验证。结果表明:影响快时尚服装品牌网购行为的主次因素排序依次是产生兴趣、引起注意、信息搜索、分享体验。

In order to determine the main factors that influence the online consumer purchase behavior of fast fashion apparel brand,the influencing factors were determined and quantified based on the AISAS model,a gray correlation analysis model was established.The order of primary and secondary influences of attracting attention,generating interest,searching information and sharing experience on purchasing behavior was determined,then further verified by AHP.The results showed that the order of primary and secondary factors affecting online shopping behavior of fast fashion apparel brands was as follows:generating interest,attracting attention,searching information and sharing experience.