线上服装产品体验对消费者再购意愿的影响

Influence of online apparel product experience on consumers′repurchase intention

随着体验经济的到来,如何利用服装产品体验激发消费者的再购意愿成为关注的重点。文章通过文献研究的方法,确定了线上服装产品体验的4个维度,并建立服装产品体验、顾客满意度、消费者再购意愿三者之间的理论模型。从线上服装消费者中收集了263份有效调查问卷,将所得的有效样本数据进行多元回归分析,实证检验本文的理论模型。结果表明:线上服装产品体验中的感官体验、感知体验、实用体验、关联体验均对消费者的再购意愿有积极正向影响;顾客满意度在线上服装产品体验与消费者再购意愿间起部分中介作用。研究结果可为线上商家完善服装产品体验及营销策略提供参考。

With the advent of experience economy,how to use clothing product experience to stimulate consumers′repurchase intention has become the focus of attention.Through the method of literature research,the four dimensions of online clothing product experience was determined,and a theoretical model among apparel product experience,customer satisfaction,and consumers′repurchase intention was established.263 valid questionnaires were collected from online clothing consumers,and the obtained valid sample data were analyzed by multiple regression to empirically test the theoretical model of this paper.The results show that the sensory experience,perceptual experience,pragmatic experience and relevant experience of online clothing product experience have positive effects on consumers′repurchase intention.The online experience of clothing products plays a partial mediating role between customer satisfaction and consumers′repurchase intention.The results of this study provide suggestions for online merchants on how to improve the experience of clothing products and how to adopt marketing strategies in the future.