网络购物中消费者正向期望差异对服装重复购买意愿的影响

Influence of consumers'positive expectation discrepancy on clothing repurchase intention in online shopping

为研究消费者期望与服装重复购买意愿间的关系,提出价格折扣、等待时间、品牌形象、服装产品设计等4个影响重复购买意愿的变量,以服装质量感知、服装价值感知为中介变量构建理论模型。使用回归分析、结构方程模型、Bootstrap检验进行实证分析,结果表明:价格折扣、等待时间、品牌形象、服装产品设计均对消费者重复购买意愿有正向影响;服装质量与服装价值感知在消费者期望差异与重复购买意愿间起中介作用。研究结果为服装品牌提升消费者正向期望提供理论参考。

To explore the relationship between consumer expectation and repurchase intention,four variables that may affect repurchase intention,including price discount,waiting time,brand image and clothing product design were proposed.Clothing quality perception and value perception were considered as intermediary variables,and a theoretical model was constructed.Empirical analysis was conducted by using regression analysis,structural equation model,and Bootstrap test.The results show that price discount,waiting time,brand image and clothing product design have positive influence on repurchase intention.The clothing quality perception and clothing value perception play an intermediary role between consumer expectation difference and repurchase intention.The results provide a theoretical reference for clothing brand to improve positive expectations of consumers.