摘要
体验价值的创造过程实际上是企业获取差异化竞争优势的形成过程,对消费者的价值感知、购买决策和厂商的经营绩效存在着重要的作用.本文采用因子分析和结构方程进行中介效应检验,实证分析了服装营销体验环境通过消费心理的中介效应影响消费者的意向与行为.研究发现:导入形象和服务形象对消费者的意向与行为存在显著的正向影响,其中需求与动机、兴趣与感知起中介效应;展示形象通过兴趣与感知对消费者的购买行为产生正向影响.因此,服装零售品牌应加强服装店铺的橱窗设计、店铺形象设计,有效传达品牌形象,强化服务水平,进行场景化设计提升店铺展示形象的趣味性与可感知性,进而达到提高销售、增加购买的目标.
The creation of experiential value is actually the process of obtaining differentiated competitive advantage,which plays an important role in the perception of consumers＇ value,purchasing decision and business performance. Factor analysis and structural equation were adopted to test the intermediary effect in this paper,and the consumer＇s intention and behavior affected by the clothing marketing experience environment were empirically analyzed of through the intermediary effect of consumer psychology. The results showed that the introduction image and service image have a positive impact on the intention and behavior of consumers,throughout the intermediary effect of the demand and motivation,the interest and perception. The display image has a positive impact on the purchase behavior of consumers by the interest and perception of consumers. Therefore,the clothing retail brand should strengthen the window design and shop design to effectively convey the brand image,as well as strengthen the service level and enhance the store＇s interesting and perceived image to realize the aims of improving sales and increasing the purchase.
作者
姚晨洁
徐井龙
胡守忠
YAO Chen-jie;XU Jing-long;HU Shou-zhong(Fashion College,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2018年第2期74-81,共8页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
上海教育科学研究资助项目(B14035)
上海工程技术大学课程建设资助项目(p201509001)
上海市教育委员会高校教师培养计划资助项目(A1-5300-15-020305)
关键词
体验营销
体验环境
消费心理
fashion marketing
experience environment
consumer psychology
