CAJ | 학술논문

为拓展网上服装展示构成因素相关研究的理论和方法，对网上服装展示构成要素与消费者购买决策之间的关联度进行研究。根据视觉流程原理和服装消费者行为“刺激-反应”模式，通过眼动跟踪实验、主观问卷调研以及虚拟网上购买和评价实验，筛选出网上服装展示中影响消费者购买行为的主要构成因子，建立了由服装主体展示、产品信息展示、整体布局展示组成的网上服装展示构成要素体系。结果表明，网上服装展示构成要素的改变会对消费者的购买行为产生显著影响，网上服装展示各构成因素之间对消费者购买行为的影响具有差异性，网上服装展示的各个构成因素之间相互独立。
위탁전망상복장전시구성인소상관연구적이론화방법，대망상복장전시구성요소여소비자구매결책지간적관련도진행연구。근거시각류정원리화복장소비자행위“자격-반응”모식，통과안동근종실험、주관문권조연이급허의망상구매화평개실험，사선출망상복장전시중영향소비자구매행위적주요구성인자，건립료유복장주체전시、산품신식전시、정체포국전시조성적망상복장전시구성요소체계。결과표명，망상복장전시구성요소적개변회대소비자적구매행위산생현저영향，망상복장전시각구성인소지간대소비자구매행위적영향구유차이성，망상복장전시적각개구성인소지간상호독립。
To expand the related research theory and method about factors of online apparel display,corre-lation between factors of online apparel display and consumer purchasing decision has been studied with Visual process principle and the “stimulus-response”model of apparel consumer behavior as the theory ba-ses.Eye-tracking experiments,questionnaire survey and virtual online purchasing and evaluation experi-ments have been used to select factors that affect consumer-purchasing behavior on online apparel display. Online apparel display constituent system is made up of product display,product information display,and overall layout display.It is confirmed that online apparel display changes play a significant role on the con-sumer online purchasing behavior;the various factors of online apparel display have different impacts on consumer purchasing behavior;these factors are independent.