CAJ | 학술논문

针对目前服装网络购物中日益增加的退货物流，以B/C服装电子商务企业为研究对象，通过静态测试方法，分析了消费者特征与服装网络消费行为之间的影响关系。同时分析了消费者因素、服装企业因素、营销因素、网络因素、感知风险因素与消费心理及行为之间的相关性。在此基础上，运用因子分析和聚类分析划分了服装网络消费者的类型，并通过对应分析明确每一类消费者的购物偏好，为服装企业制定精准性的营销方案提供参考依据。
침대목전복장망락구물중일익증가적퇴화물류，이B/C복장전자상무기업위연구대상，통과정태측시방법，분석료소비자특정여복장망락소비행위지간적영향관계。동시분석료소비자인소、복장기업인소、영소인소、망락인소、감지풍험인소여소비심리급행위지간적상관성。재차기출상，운용인자분석화취류분석화분료복장망락소비자적류형，병통과대응분석명학매일류소비자적구물편호，위복장기업제정정준성적영소방안제공삼고의거。
Aiming at increasing return logistics in course of apparel online shopping ,chosen B/C compa-ny as research subject ,the influence relationship between consumer characteristics and consumer behav-ior was analyzed by means of static test method ,and correlation among consumers factors ,garment en-terprises factors ,marketing factors ,network factors ,perceived risk factors were analyzed .On this ba-sis ,clothing online consumers was divided into four different types by using factor analysis and cluster analysis ,and consumer shopping preferences of each class were defined through correspondence analy-sis .All of above-mentioned will provided precision marketing solutions for apparel companies .