摘要
互联网经济的蓬勃发展,极大地刺激了服装企业的互联网化,网络大规模定制也随之得以广泛应用。以服装企业网站形象为载体,从用户体验出发,构建了大规模定制网站的质量指标体系,包括界面设计、网站易用性、工具栏质量3个维度共10个二级测量指标,并将产品喜爱度设为中介变量。通过对美国消费者的问卷调查,利用SPSS 22.0分析软件对问卷的信度与效度进行验证。研究结果表明,网站的界面设计、网站易用性和工具栏质量都与产品喜爱度成正相关,产品喜爱度与消费者购买意愿成正相关。因此,企业需要充分考虑用户需求,设计出兼具美感与功能性的购物界面,提高网站的交易转化率。
The emergence of the online marketplace has stimulated the increasing popularity of online apparel mass-customization（OAMC）.Taking the clothing enterprise website as the carrier,starting from the users’ experience,the quality measurement index system of OAMC website interface can be captured from three dimensions（namely,website design,ease of use,and toolkit offerings）together with ten detail scales,and the product likability is taken as a mediating factor to investigate the consumers’ willingness to pay for customized products.The U.S.consumers have been taken as the research subject,then SPSS 22.0 is employed for data analyzing.Result shows that OAMC websites have agreat positive impact on consumer purchase intention,website design,ease of use,and toolkit offerings have a positive impact on product likability,also the product likeability positively influences willingness to pay.In all,merchants should create more aesthetical and functional product websites from the users’ perspective,in order to enhance their willingness to pay.
作者
张颖
顾雯
李浩
刘晓刚
ZHANG Ying;GU Wen;LI Hao;LIU Xiaogang(Fashion ＆ Art Design Institute, Donghua University, Shanghai 200051, China)
出处
《东华大学学报（自然科学版）》
CAS
CSCD
北大核心
2018年第2期317-323,共7页
Journal of Donghua University(Natural Science)
基金
海派时尚设计及价值创造协同创新中心资助项目(ZX201311000031)
关键词
服装大规模定制网站
网站构建
用户体验
消费者行为
apparel mass-customization website
website construction
users’ experience
consumer behavior
