网络营销中消费者的服装虚拟体验及其影响因素
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摘要
服装虚拟体验在服装网络营销中的作用日显重要。文章在质性研究服装虚拟体验概念的基础上,利用结构方程模型方法,实证分析网络营销中消费者服装虚拟体验的影响因素,探究消费者因素的可能中介作用。研究数据来自306个服装网购者的线上和线下问卷调查。研究发现:服装网站的生动性、互动性、娱乐性,消费者的经验和态度都是消费者服装虚拟体验的影响因素;消费者因素在服装网站对服装虚拟体验的影响中具有差异化的中介作用。此研究对于人们认识服装虚拟体验,有效地开展服装网络营销活动具有一定的参考价值。
The role of clothing virtual experience in clothing network marketing is becoming more and more important. Based on qualitative analysis of clothing virtual experience,the influencing factors of consumer's clothing virtual experience in network marketing were investigated by using structural equation model method,and the possible mediating effects of consumer factors were analyzed. The data were from 306 online and offline questionnaires of online clothing consumers. The results showed that,vividness,interactivity and entertaining of clothing marketing website,experience and attitude of online clothing consumers were all the factors influencing the consumer's clothing virtual experience; consumer factors play different mediating roles in clothing marketing website factors affecting consumer's clothing virtual experience. This paper is of certain value for people to understand the clothing virtual experience,and effectively carry out network clothing marketing activities.
The role of clothing virtual experience in clothing network marketing is becoming more and more important. Based on qualitative analysis of clothing virtual experience,the influencing factors of consumer's clothing virtual experience in network marketing were investigated by using structural equation model method,and the possible mediating effects of consumer factors were analyzed. The data were from 306 online and offline questionnaires of online clothing consumers. The results showed that,vividness,interactivity and entertaining of clothing marketing website,experience and attitude of online clothing consumers were all the factors influencing the consumer's clothing virtual experience; consumer factors play different mediating roles in clothing marketing website factors affecting consumer's clothing virtual experience. This paper is of certain value for people to understand the clothing virtual experience,and effectively carry out network clothing marketing activities.
引文
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[17]任力,郭建南.服装品牌O2O模式分类下的消费体验[J].纺织学报,2015,36(3):147-152.REN Li,GUO Jiannan.Consuming experience of fashion brands under O2O model classification[J].Journal of Textile Research,2015,36(3):147-152.
[18]D RUBINI,M TARLTON,D WHITE.Scenes from a virtual mall:the consumer experience in cyberspace[J].Design Management Journal,1996,7(4):62-71.
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[20]M KIM,J H KIM,S J LENNON.Online service available on apparel retail websites:an E-S-QUAL approach[J].Managing Service Quality,2006,16:51-77.
[21]LI HAIRONG,T DAUGHERTY,F BIOCCA.The role of virtual experience in consumer learning[J].Journal of Consumer Psychology(Lawrence Erlbaum Associates),2003,13(4):395-407.
[22]JONATHAN.Defining virtual reality:dimensions determining telepresence[J].Journal of Communication,1992,42(4):73-93.
[23]M SICILIA,J L MUNUERA.Effects of interactivity in a web site:the moderating effect of need for cognition[J].Journal of Advertising,2005,34(3):31-44.
[24]M LOMBARD,J SNYDERDUCH.Interactive advertising and presence[J].Journal of Interactive Advertising,2001,1(2):56-65.
[25]范晓屏,韩洪叶,孙佳琦.网站生动性和互动性对消费者产品态度的影响:认知需求的调节效应研究[J].管理工程学报,2013,27(3):196-202.FAN Xiaoping,HAN Hongye,SUN Jiaqi.Effects of website interactivity and vividness on consumers’product attitude:the moderating effect of need for cognition[J].Journal of Industrial Engineering and Engineering Management,2013,27(3):196-202.
[26]A M FIORE,H JIN.Influence of image interactivity on approach responses toward an online retailer[J].Internet Research:Electronic Networking Applications and Policy,2003,13(l):38-48.
[27]C WEBSTER.An exploration of flow during internet use[J].Information and Knowledge Management,1993,11(2):103-113.
[28]B G KIM,S C PARK,K J LEE.A structural equation modeling of the Internet acceptance in Korea[J].Electronic Commerce Re-search and Applications,2007,6(4):425-432.
[29]J P FORGAS.The role of emotion in social judgments:an introductory review and an Affect Infusion Model(AIM).Special Issue:affect in social judgments and cognition[J].European Journal of Social Psychology,1994,24(1):1-24.
[30]W V DOLEN,J LEMMINK,J MATTSSON,et al.Affect consumer responses in service encounters:the emotional content in narratives of critical incidents[J].Journal of Economic Psychology,2001,22(3):369-376.
[31]LIU YUPING,L J SHRUM.What is interactivity and is it always such a good thing?Implications of definition,person,and situation for the influence of interactivity on advertising effectiveness[J].Journal of Advertising,2002,31(4):53-64.
[32]J KIM,S FORSYTHE.Adoption of sensory enabling technology for online apparel shopping[J].European Journal of Marketing,2009,43(9):1101-1120.
[33]F BIOCCA,J KIM,Y CHOI.Visual touch in virtual environments:an exploratory study of presence,multimodal interfaces,and cross-modal sensory illusions[J].Presence,2001,10(3):247-265.
[34]J D HINES,M E SWINKER.Knowledge:a variable in evaluating clothing quality[J].International Journal of Consumer Studies,2001,25(1):72-76.
[35]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.ZHOU Hao,LONG Lirong.Statistical remedies for common method biases[J].Advances in Psychological Science,2004,12(6):942-950.
[2]A N MELTZOFF,M K MOORE.Imitation of facial and manual gestures by human neonates[J].Science,1977,198:75-78.
[3]T DAUGHERTY,LI HAIRONG,F BIOCCA.Consumer learning and the effects of virtual experience relative to indirect and direct product experience[J].Psychology&Marketing,2008,25(7):568-586.
[4]LI HAIRONG,T DAUGHERTY,F BIOCCA.Impact of 3-Dadvertising on product knowledge,brand attitude,and purchase intention:the mediating role of presence[J].Journal of Advertising,2002,31(3):43-57.
[5]E CONSTANTINIDES,P GEURTS.The impact of web experience on virtual buying behavior:an empirical study[J].Journal of Customer Behaviour,2005,4(3):307-335.
[6]C PANG,X JI.An empirical study on predicting user purchase intention on the creative product:a case of apparel[C].Electronic Commerce and Security,International Symposium,2008.
[7]CHOU Y C,LIANG C.The influences of virtual experiences and purchase situations on consumer behavior:a case study of online apparel shopping[C].2013 e-CASE&e-Tech International Conference(Japan),2013.
[8]THEN,N K,M R DELONG.Apparel shopping on the web[J].Journal of Family and Consumer Sciences,1999,91(3):65-68.
[9]HA Y,W KWON,S J LETION.Online visual merchandising(VMD)of apparel websites[J].Journal of Fashion Marketing and Management,2007,11(4):477-493.
[10]KIM,DONG-EUN,LABAT,KAREN.Consumer experience in using 3D virtual garment simulation technology[J].Journal of the Textile Institute,2013,104(8):819-829.
[11]B·约瑟夫·派恩二世,詹姆斯H·吉尔摩.体验经济[M].北京:机械工业出版社,2002:10-15.B·JOSEPH PINE,J H GILMORE.The Experience Economy[M].Beijing:Machinery Industry Press,2002:10-15.
[12]LI HAIRONG,T DAUGHERTY,F BIOCCA.Characteristics of virtual experience in electronic commerce:a protocol analysis[J].Journal of Interactive Marketing,2001,15(3):13-30.
[13]DUNLAP K.The Development and Function of Clothing[J].Journal of General Psychology,1928,213(1):1-30.
[14]凯瑟.服装社会心理学(上册)[M].李宏伟,译.北京:中国纺织出版社,2000:24.S B KAISER.Social Psychology of Clothing(Volume One)[M].Translated by LI Hongwei.Beijing:China Textile Press,2000:24.
[15]GOLDMAN R F.The four‘Fs’of clothing comfort[J].Elsevier Ergonomics Book,2005,3(5):315-319.
[16]李红燕,张渭源.服装功能性研究进展[J].纺织学报,2007,28(8):117-119.LI Hongyan,ZHANG Weiyuan.Progress in the research for clothing functions[J].Journal of Textile Research,2007,28(8):117-119.
[17]任力,郭建南.服装品牌O2O模式分类下的消费体验[J].纺织学报,2015,36(3):147-152.REN Li,GUO Jiannan.Consuming experience of fashion brands under O2O model classification[J].Journal of Textile Research,2015,36(3):147-152.
[18]D RUBINI,M TARLTON,D WHITE.Scenes from a virtual mall:the consumer experience in cyberspace[J].Design Management Journal,1996,7(4):62-71.
[19]刘晟楠,董大海.基于两大心理学理论对网购消费者虚拟体验的解读[J].外国经济与管理,2011,33(2):41-47.LIU Shengnan,DONG Dahai.The interpretation of the virtual experience of online shopping consumers based on two major psychological theories[J].Foreign Economics&Management,2011,33(2):41-47.
[20]M KIM,J H KIM,S J LENNON.Online service available on apparel retail websites:an E-S-QUAL approach[J].Managing Service Quality,2006,16:51-77.
[21]LI HAIRONG,T DAUGHERTY,F BIOCCA.The role of virtual experience in consumer learning[J].Journal of Consumer Psychology(Lawrence Erlbaum Associates),2003,13(4):395-407.
[22]JONATHAN.Defining virtual reality:dimensions determining telepresence[J].Journal of Communication,1992,42(4):73-93.
[23]M SICILIA,J L MUNUERA.Effects of interactivity in a web site:the moderating effect of need for cognition[J].Journal of Advertising,2005,34(3):31-44.
[24]M LOMBARD,J SNYDERDUCH.Interactive advertising and presence[J].Journal of Interactive Advertising,2001,1(2):56-65.
[25]范晓屏,韩洪叶,孙佳琦.网站生动性和互动性对消费者产品态度的影响:认知需求的调节效应研究[J].管理工程学报,2013,27(3):196-202.FAN Xiaoping,HAN Hongye,SUN Jiaqi.Effects of website interactivity and vividness on consumers’product attitude:the moderating effect of need for cognition[J].Journal of Industrial Engineering and Engineering Management,2013,27(3):196-202.
[26]A M FIORE,H JIN.Influence of image interactivity on approach responses toward an online retailer[J].Internet Research:Electronic Networking Applications and Policy,2003,13(l):38-48.
[27]C WEBSTER.An exploration of flow during internet use[J].Information and Knowledge Management,1993,11(2):103-113.
[28]B G KIM,S C PARK,K J LEE.A structural equation modeling of the Internet acceptance in Korea[J].Electronic Commerce Re-search and Applications,2007,6(4):425-432.
[29]J P FORGAS.The role of emotion in social judgments:an introductory review and an Affect Infusion Model(AIM).Special Issue:affect in social judgments and cognition[J].European Journal of Social Psychology,1994,24(1):1-24.
[30]W V DOLEN,J LEMMINK,J MATTSSON,et al.Affect consumer responses in service encounters:the emotional content in narratives of critical incidents[J].Journal of Economic Psychology,2001,22(3):369-376.
[31]LIU YUPING,L J SHRUM.What is interactivity and is it always such a good thing?Implications of definition,person,and situation for the influence of interactivity on advertising effectiveness[J].Journal of Advertising,2002,31(4):53-64.
[32]J KIM,S FORSYTHE.Adoption of sensory enabling technology for online apparel shopping[J].European Journal of Marketing,2009,43(9):1101-1120.
[33]F BIOCCA,J KIM,Y CHOI.Visual touch in virtual environments:an exploratory study of presence,multimodal interfaces,and cross-modal sensory illusions[J].Presence,2001,10(3):247-265.
[34]J D HINES,M E SWINKER.Knowledge:a variable in evaluating clothing quality[J].International Journal of Consumer Studies,2001,25(1):72-76.
[35]周浩,龙立荣.共同方法偏差的统计检验与控制方法[J].心理科学进展,2004,12(6):942-950.ZHOU Hao,LONG Lirong.Statistical remedies for common method biases[J].Advances in Psychological Science,2004,12(6):942-950.