摘要
为研究购物节营销手段对消费者服装购买行为和退货行为的影响,构建购物节营销手段、消费者冲动性和网购行为的理论模型。通过问卷调查法获取数据,利用SPSS 26.0软件进行因子分析和多元回归分析验证假设。结果表明:购物节营销手段显著影响消费者的购买行为;冲动性在购物节营销手段对消费者服装购买行为的影响中存在部分中介效应;购物节营销手段中图文展示对消费者的退货行为有显著影响。通过研究为电商在购物节期间的营销管理提出建议,以促进购物节环境下消费者对服装的购买行为。
In order to study the influence of shopping festival marketing means on consumers′clothing purchasing behavior and return behavior,the theoretical model of shopping festival marketing means,consumer impulsiveness and online shopping behavior was constructed.Data were obtained by questionnaire survey,and SPSS 26.0 software was verified by factor analysis and multiple regression analysis.The results show that the marketing methods of shopping festival significantly influence the purchasing behavior;consumer impulsiveness have the influence of marketing methods on consumers.The graphic display in the marketing means of the shopping festival have a significant impact on consumers′return behavior.This study make suggestions for the marketing management of e-commerce during the shopping festival to promote the purchase behavior of consumers′clothing in the shopping festival environment.
作者
周倩颖
曲洪建
ZHOU Qianying;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《纺织高校基础科学学报》
CAS
2023年第5期48-55,共8页
Basic Sciences Journal of Textile Universities
基金
上海市政府决策咨询重点项目(2018-A-035)。
关键词
购物节
营销手段
冲动性
购买行为
退货行为
shopping festival
marketing means
impulsivity
purchasing behavior
return behavior
