财经论丛
財經論叢
재경론총
Collected Essays On Finance and Economics
2011年
2期
105~109
,共null页
网络服装 购买行为 影响因素
網絡服裝 購買行為 影響因素
망락복장 구매행위 영향인소
clothing online; purchase behavior; influencing factor
由于服装购买的体验性,服装一直被认为不适合在网上销售。但最近三年,服装在网上的交易额一直名列前茅。本文通过理论和实证研究,探讨影响网络服装消费者行为的主要决定因素,分析什么是促使网络服装消费者购买行为的最重要因素,从消费行为的角度研究网络服装热销的原因,为服装企业和网络商店满足网络服装顾客需求,制定相应营销策略提供理论依据。
由于服裝購買的體驗性,服裝一直被認為不適閤在網上銷售。但最近三年,服裝在網上的交易額一直名列前茅。本文通過理論和實證研究,探討影響網絡服裝消費者行為的主要決定因素,分析什麽是促使網絡服裝消費者購買行為的最重要因素,從消費行為的角度研究網絡服裝熱銷的原因,為服裝企業和網絡商店滿足網絡服裝顧客需求,製定相應營銷策略提供理論依據。
유우복장구매적체험성,복장일직피인위불괄합재망상소수。단최근삼년,복장재망상적교역액일직명렬전모。본문통과이론화실증연구,탐토영향망락복장소비자행위적주요결정인소,분석십요시촉사망락복장소비자구매행위적최중요인소,종소비행위적각도연구망락복장열소적원인,위복장기업화망락상점만족망락복장고객수구,제정상응영소책략제공이론의거。
Clothing had been considered unfit for online sales due to its experimental nature,while clothing turnover has been among the best in recent three years.The paper studies the key factors influencing the behavior of online clothing shoppers and the important factors stimulating clothing shopping online based on the study of both the theory and empirical research.The paper also investigates why clothing sales are hot online from the angle of consumers＇ behavior in order to find out theory basis for clothing enterprises and online shops who are seeking better solutions to meeting online customers＇ demand as to establish certain marketing strategy correspondingly.
