“线下+线上”交互式体验对服装购买意愿的影响

Study on the impact of"offline+online"interactive experience on apparel purchase intention

针对部分消费者选择线下体验线上购买的消费行为,基于ABC态度理论构建理论模型,提出感官交互体验、思维交互体验、行为交互体验、情感交互体验和关联交互体验5个可能影响线上服装购买意愿的变量,以愉悦度和满意度为中介变量,线上他人评价为调节变量,并通过因子分析、相关分析和回归分析方法进行实证分析。结果表明:实体店交互式体验对线上服装购买意愿有正向影响;愉悦度和满意度在实体店交互式体验与线上服装购买意愿之间的关系中均起到中介作用;线上他人评价在愉悦度和满意度与线上服装购买意愿之间起正向调节作用。为服装企业在感官、思维、行为、情感和关联方面提供更加精细化的营销建议,从而影响消费者的购买意愿。

In response to this consumption behavior,a theoretical model was built based on ABC attitude theory,and five variables that may affect online clothing purchase intention were proposed,namely sensory interaction experience,thinking interaction experience,behavioral interaction experience,emotional interaction experience and correlation interaction experience.Pleasure and satisfaction degree were taken as mediating variables,and online others′evaluation as moderating variables.Factor analysis,correlation analysis and regression analysis were used for empirical analysis.The results show that the interactive experience of physical stores has a positive effect on online clothing purchase intention.Pleasure and satisfaction both play mediating roles in the relationship between interactive experience in physical stores and online clothing purchase intention.Online others′evaluation positively moderates the relationship between pleasure and satisfaction and online clothing purchase intention.The article can provide consumers with more refined marketing suggestions in the aspects of sense,thinking,behavior,emotion and relevance,so as to influence consumers′purchase intention.