奢侈品男装的产品属性对消费者满意度的影响

Impact of product attributes of luxury menswear on consumer satisfaction

考虑奢侈品男装区别于其他服装的产品属性特征,为明晰奢侈品男装的产品属性与价值感知和消费者满意度之间的相互影响和作用关系,构建这三者之间的假设模型。通过深度访谈梳理奢侈品男装产品属性并设计调查量表,使用AMOS软件进行结构方程建模,并对相关假设进行检验。结果表明:产品属性对消费者满意度有正向显著影响;感知价值及其各维度对消费者满意度均有显著正向影响;产品属性正向影响消费者感知价值;感知价值在产品属性和消费者满意度之间起完全中介作用。研究结论对奢侈品男装企业剖析消费者心理、理解消费者感知价值和产品偏好,进而提供合适产品与服务等有参考作用。

Considering the product attributes that distinguish luxury menswear from other apparel products,a hypothesis model was constructed to clarify the interplay among product attributes of luxury menswear,perceived value and consumer satisfaction.In-depth interviews were conducted to sort out the product attributes of luxury menswear products and design a survey scale,and structural equation modeling was conducted using AMSO to test the relevant hypotheses.The results show that:product attributes have a positive and significant effect on consumer satisfaction;perceived value and its dimensions have a significant and positive effect on consumer satisfaction;product attributes positively affect consumer perceived value;and perceived value plays a fully mediating role between product attributes and consumer satisfaction.The research findings are useful for luxury menswear companies to analyzed consumer psychology,understand consumer′s perceived value and product preference,and provide appropriate products and services.