服装在线定制服务消费者使用意愿影响因素研究

摘要

This article explores the internal mechanism of consumers customization which apparels online, providing relevant management advice to the operator. To participate in online but custom clothing or participated in online custom clothing has an understanding of population research object, combining SPSS 19.0 and LISREL8.70 for data analysis and model checking, in order to investigate the factors that influence consumer acceptance of online apparel customization attitude. The results show that: pleasant perception, personality perception, perceived effectiveness, perceived ease of use and social effects are key factors in consumer acceptance of online apparel customization attitude. At the same time, attitude plays an intermediary role, thereby affecting consumer buying behavior.%探索消费者使用服装在线定制服务的内在机理，为运营商提供相关的营销管理建议。以参加服装在线定制或未参加但对服装在线定制有了解的人群为调研对象，结合SPSS 19.0和LISREL8.70对数据进行分析和模型检验，以此探讨影响消费者服装在线定制服务的接受态度的因素。分析结果发现：愉悦感知、个性感知、有效性感知、感知易用性以及社会影响，是消费者接受服装在线定制态度的关键因素；同时态度起中介作用，进而影响消费者购买在线定制服装的行为。