摘要
为研究服装个性化定制中感知价值和购买意愿之间的关系,提出情感价值、功能价值、社会价值、自我实现价值4个自变量,以满意度为中介变量,口碑为调节变量,构建理论模型.采用因子分析、相关分析和回归分析等方法进行实证分析.结果表明,情感价值、功能价值、社会价值、自我实现价值对购买意愿均有正向影响;满意度在情感价值、功能价值与购买意愿之间起中介作用;口碑在情感价值、功能价值、社会价值与满意度之间起调节作用.研究结果丰富了感知价值对消费者购买意愿影响的理论,对企业了解消费者个性化定制体验具有指导意义.
In order to study the relationship between perceived value and purchase intention in customized clothing,four independent variables were proposed,namely emotional value,functional value,social value and self-actualized value,and a theoretical model was built with satisfaction as the mediating variable and word of mouth as the moderating variable.Factor analysis,correlation analysis and regression analysis were used for empirical analysis.The results show that emotional value,functional value,social value and self-actualized value have positive effects on purchase intention.Satisfaction plays an intermediary role between emotional value,functional value and purchase intention.Word of mouth plays a moderating role between emotional value,functional value,social value and satisfaction.The research results will enrich the theory of the influence of perceived value on consumers'purchase intention,and have guiding significance for enterprises to understand consumers'personalized customized experience.
作者
李爽
李沛
LI Shuang;LI Pei(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《上海工程技术大学学报》
CAS
2023年第3期318-325,共8页
Journal of Shanghai University of Engineering Science
关键词
感知价值
满意度
购买意愿
个性化定制
perceived value
satisfaction
purchase intention
personalization
