服装网购中新生代群体购买意愿影响因素研究

Research on Influencing Factors of the New Generation Group’s Purchasing Intention in Clothing Online Shopping

为研究新生代群体在服装网购中购买意愿的影响因素,本文根据PAD理论,构建研究模型。以体验情绪为自变量,满意度和信任度为中介变量,研究体验情绪对购买意愿的影响。采用信效度分析、因子分析、结构方程进行数据统计分析,并验证假设。结果发现:体验情绪对信任度、满意度有显著的正向影响;满意度对信任度影响不显著;信任度对购买意愿有显著的正向影响;满意度对购买意愿有显著的正向影响;网站视觉美感在体验情绪与满意度之间起调节作用。

In order to explore the influencing factors of the new generation group’s purchase intention in clothing online shopping,this paper constructs a research model based on the PAD theory.With experiential emotion as the independent variable,satisfaction and trust as the mediating variables,the paper studies the influence of experiential emotion on purchasing intention.Reliability and validity analysis,factor analysis,and structural equation model are used for data statistical analysis and the hypotheses are verified.The results show that experiential emotion has a significant positive effect on trust and satisfaction,that satisfaction has no significant effect on trust,that trust has a significant positive effect on purchasing intention,that satisfaction has a significant positive impact on purchase intention and that the visual beauty of the website plays a moderating role between experiential emotion and satisfaction.