摘要
目前网络团购市场竞争激烈,从消费者行为角度挖掘服装网络团购消费决策的影响机制及前因变量,能帮助企业有效制定竞争策略。为此,本文通过梳理相关文献、提出研究假设,建立了服装网络团购营销要素对消费决策的影响关系概念模型。基于358份问卷调查的实证研究发现:价格优势、促销方式、意见领袖、店铺形象4个变量显著正向影响消费者团购服装的决策行为;其中,感知收益在价格优势、促销方式、意见领袖、店铺形象和购买决策之间发挥中介作用;感知成本在价格优势、促销方式、店铺形象与购买决策之间具有中介作用。
In recent years,China’s apparel online group buying has attracted many consumers for its high-cost performance,and its online retail market share has increased significantly,leading to fierce competition among apparel network group purchase enterprises.Small and medium-sized enterprises engaged in online group buying of clothing cannot simultaneously apply a variety of marketing elements to compare the implementation of different marketing elements due to financial and cost constraints.Thus,it is easy for them to blindly follow the trend of marketing and get half the result with twice the effort.In order to help the merchants of group buying platforms understand the connotation of different marketing elements,distinguish the degree of influence of different elements on consumers’willingness to purchase clothing online,so as to effectively develop marketing competition strategies,the article has summed up seven dimensions of online group buying marketing elements of platform merchants by reviewing relevant literature,which are clothing product characteristics,price advantages,promotion methods,opinion leaders,store image,online reviews,and merchant services.Based on the mediating role of perceived value(i.e.,perceived benefit and perceived cost),the article puts forward the research hypothesis influencing consumers’purchase decision from the above-mentioned seven dimensions.Then,a relationship model is built for online group buying marketing elements,perceived value and consumers’purchase decision.It is found from the empirical study of 358 questionnaires that promotion methods,store image,price advantages and opinion leaders have significantly positive effects on decision-making behavior of clothing group buying consumers;among them,perceived benefit plays a mediation role among promotion methods,price advantages,opinion leaders,store image,and purchase decisions,while perceived cost plays a mediation role among promotion methods,price advantage,store image and purchase decisions.Therefore,online group buying merchants are conductive to strengthening consumers’clothing purchase intention by enhancing price advantages,promotion methods,opinion leaders and store image.Based on price advantages,online group buying merchants can attract consumers by implementing price discounts,group buying price discounts,and catering to consumers’price mantissa preference within the mass consumption price range;based on promotion methods,online group buying merchants can increase product sales through various promotional combinations and participation in large limited-time promotional festivals for apparel products.Based on opinion leaders,online group buying merchants should select professional and reputable opinion leaders to do marketing promotion of clothing.Based on store image,online group buying merchants can improve store credibility,plan store style layout,optimize store navigation function,shape a good store image and improve online store turnover.
作者
黄倩倩
曲洪建
胡红艳
HUANG Qianqian;QU Hongjian;HU Hongyan(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《丝绸》
CAS
CSCD
北大核心
2022年第4期84-93,共10页
Journal of Silk
关键词
团购
服装
影响机制
消费决策
实证研究
问卷调查
group buying
apparel
influence mechanism
purchasing decisions
empirical study
questionnaire survey
