摘要
为了探究虚拟试衣体验对消费者购买意愿产生的影响,采用文献研究法,基于虚拟试衣体验对消费者购买意愿提出研究假设。确定了虚拟试衣体验的5个维度,建立了虚拟试衣体验、感知真实性、消费者购买意愿之间的理论模型。提出假设,并对有效数据进行多元回归分析。结果表明:虚拟试衣体验中的感官体验、情感体验、思考体验、行动体验及关联体验均对消费者购买意愿有积极正向影响;感知真实性在虚拟试衣体验中的感官体验、情感体验、行动体验及关联体验起部分中介作用,但其在思考体验中起完全中介作用。研究结果可为带有虚拟试衣体验的商家完善虚拟试衣体验模式及营销策略提供参考。
In order to explore the impact of virtual fitting experience on consumers′purchase intention,literature research method was used to put forward research hypotheses based on virtual fitting experience.Five dimensions of virtual fitting experience were determined,and a theoretical model among virtual fitting experience,perceived authenticity,and consumer purchase intention was established.The hypotheses were proposed,and multiple regression analysis was carried out on the valid data.The results show that the sensory experience,emotional experience,thinking experience,action experience and related experience in the virtual fitting experience have a positive impact on consumers′purchase intention;perceived authenticity plays a partial mediating role in the sensory experience,emotional experience,action experience and related experience in the virtual fitting experience,but it plays a complete mediating role in the thinking experience.The research results can provide reference for merchants with virtual fitting experience to improve the virtual fitting experience mode and marketing strategy.
作者
解晓溪
曲洪建
XIE Xiaoxi;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《西安工程大学学报》
CAS
2024年第4期33-41,共9页
Journal of Xi’an Polytechnic University
基金
上海市政府决策咨询重点项目(2018-A-035)。
关键词
虚拟试衣
虚拟技术
虚拟体验
感知真实性
购买意愿
virtual fitting
virtual technology
virtual experiences
perceived authenticity
purchase intentions
作者简介
第一作者:解晓溪(1998—),女,硕士研究生;通信作者:曲洪建(1979—),男,博士,研究方向为服装产业经济、服装市场营销、服装企业管理。E-mail:quhongjian0535@126.com。
