空间视觉要素对消费者购买服装意愿的影响

Research on the influence of spatial visual cues on purchase intention

为研究虚拟试衣技术与消费者购买意愿之间的关系,提出基于空间视觉要素的网站界面、服装产品特征、服装展示效果3个影响消费者购买意愿的变量,以及中介变量感知愉悦性、感知有用性、感知易用性,并构建概念理论模型。通过调研共收集有效问卷252份,运用SPSS 23.0软件对所收集的数据进行描述性统计分析、因子分析和回归分析。研究结果表明:网站界面、服装产品特征、服装展示效果对消费者感知价值均有显著正向影响;感知价值对态度(消费者对虚拟试衣技术的态度)有正向影响;态度对消费者购买意愿有正向影响,研究结果可为服装企业开发虚拟试衣系统提供理论与实践依据。

In order to study the relationship between virtual fitting technology and consumers′purchase intention,three variables that affect consumers’purchase intention,namely website interface,clothing product features and clothing display effect based on spatial visual cues,as well as intermediary variables,perceived pleasure,perceived usefulness and perceived ease of use,were proposed,and a conceptual theoretical model was constructed.A total of 252 valid questionnaires were collected through the survey.SPSS 23.0 software was used to conduct descriptive statistical analysis,factor analysis and regression analysis of the collected data.The results show that website interface,clothing product features and clothing display effect have significant positive effects on consumers’perceived value.The perceived value has a positive impact on consumers’attitude towards virtual fitting technology.Attitude has a positive impact on consumers’purchase intention.The research results can provide theoretical and practical basis for garment enterprises to develop virtual fitting system.