Influence of perceived value on consumers' purchase intention of personalized customized clothing
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摘要: 为研究服装个性化定制中感知价值和购买意愿之间的关系，提出情感价值、功能价值、社会价值、自我实现价值4个自变量，以满意度为中介变量，口碑为调节变量，构建理论模型. 采用因子分析、相关分析和回归分析等方法进行实证分析. 结果表明，情感价值、功能价值、社会价值、自我实现价值对购买意愿均有正向影响；满意度在情感价值、功能价值与购买意愿之间起中介作用；口碑在情感价值、功能价值、社会价值与满意度之间起调节作用. 研究结果丰富了感知价值对消费者购买意愿影响的理论，对企业了解消费者个性化定制体验具有指导意义.Abstract: In order to study the relationship between perceived value and purchase intention in customized clothing, four independent variables were proposed, namely emotional value, functional value, social value and self-actualized value, and a theoretical model was built with satisfaction as the mediating variable and word of mouth as the moderating variable. Factor analysis, correlation analysis and regression analysis were used for empirical analysis. The results show that emotional value, functional value, social value and self-actualized value have positive effects on purchase intention. Satisfaction plays an intermediary role between emotional value, functional value and purchase intention. Word of mouth plays a moderating role between emotional value, functional value, social value and satisfaction. The research results will enrich the theory of the influence of perceived value on consumers' purchase intention, and have guiding significance for enterprises to understand consumers' personalized customized experience.
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Key words:
- perceived value /
- satisfaction /
- purchase intention /
- personalization
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表 1 测量量表及参考来源
Table 1. Measurement scales and reference cesources
变量 题项 参考来源 情感价值 A1网络个性化定制的服装，是我喜爱的产品 文献[31-32] A2网络个性化定制的服装，让我想去试穿 A3网络个性化定制的服装，让我感觉良好 A4网络个性化定制的服装，让我心情愉悦 功能价值 B1网络个性化定制的服装，具有实用性 文献[31-32] B2网络个性化定制的服装，具有持久性 B3网络个性化定制的服装，有可接受的质量标准 B4网络个性化定制的服装，满足我某些场合的穿着需求 社会价值 C1网络个性化定制的服装，能帮助我获得他人认可 文献[32-33] C2网络个性化定制的服装，能体现我的社会地位 C3网络个性化定制的服装，能体现我积极健康的个人形象 C4网络个性化定制的服装，能为我赢得更多赞许 C5网络个性化定制的服装，能帮我给别人留下好印象 自我实现价值 D1我定制的服装和其他大批量生产的服装相比具有独特性 文献[3] D2在网络个性化定制服装过程中，我能根据自己的想法，主动设计服装 D3在网络个性化定制服装过程中，我觉得自己是一个创造者，能充分发挥自己的创造力 D4网络个性化定制的服装能表现我某些个性 满意度 E1我认为网络个性化定制的服装，是不错的消费选择 文献[34] E2我认为网络个性化定制的服装，体验让我感到满意 E3我认为网络个性化定制的服装，价格让我感到满意 口碑 F1家庭成员或亲戚认为网络个性化定制服装是值得的，会让我更想购买 文献[35] F2朋友认为网络个性化定制服装是值得的，会让我更想购买 F3同学或同事认为网络个性化定制服装是值得的，会让我更想购买 F4网络评价认为网络个性化定制服装是值得的，会让我更想购买 购买意愿 G1您是否愿意购买网络个性化定制服装 文献[34] G2您认为网络个性化定制服装值得购买吗 G3您是否会建议亲朋好友购买网络个性化定制服装 
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表 2 样本特征描述性统计分析
Table 2. Descriptive statistical analysis of sample characteristics
特征变量 类型 样本数 百分比/% 性别 男 129 52.0 女 119 48.0 学历 小学及以下 2 0.8 初中 7 2.8 高中/中专/技校 38 15.3 大学专科 59 23.8 大学本科 88 35.5 硕士研究生及以上 54 21.8 年龄 18岁及以下 4 1.6 ＞18 ~ 27岁 147 59.3 ＞27 ~ 37岁 55 22.2 ＞37 ~ 47岁 20 8.0 47岁以上 22 8.9 职业 在校学生 86 34.7 私营企业 41 16.5 国有企业 28 11.3 个体经营 28 11.3 政府资助机构 20 8.1 退休 4 1.6 其他 41 16.5 服装网购频率 每季度至少购买一次 115 46.4 每月至少购买一次 97 39.1 每周至少购买一次 18 7.3 从未购买过 18 7.3 服装网购可支配收入 300元及以下 57 23.0 ＞300 ~ 500元 87 35.1 ＞500 ~ 1000元 67 27.0 ＞1000 ~ 2000元 23 9.3 2000元以上 14 5.6
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表 3 量表的信效度分析
Table 3. Analysis of scales’reliability and validity
变量 题项 α值 CITC 因子载荷 情感价值 A1 0.824 0.652 0.710 A2 0.581 0.725 A3 0.682 0.694 A4 0.679 0.737 功能价值 B1 0.723 0.575 0.581 B2 0.498 0.609 B3 0.562 0.515 B4 0.419 0.784 社会价值 C1 0.824 0.624 0.633 C2 0.607 0.650 C3 0.685 0.768 C4 0.631 0.716 C5 0.551 0.685 自我实现价值 D1 0.765 0.580 0.557 D2 0.587 0.783 D3 0.619 0.750 D4 0.476 0.669 满意度 E1 0.797 0.630 0.837 E2 0.667 0.860 E3 0.631 0.837 购买意愿 F1 0.822 0.679 0.861 F2 0.690 0.867 F3 0.664 0.851 口碑 G1 0.813 0.620 0.791 G2 0.627 0.797 G3 0.638 0.805 G4 0.644 0.810 注：CITC为相关系数；α为一致性系数.
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表 4 感知价值对购买意愿回归分析结果
Table 4. Regression analysis results of perceived value and purchase intention
解释变量 Y(购买意愿) β t值 P值 X1(情感价值) 0.404 9.567 0.000 X2(功能价值) 0.564 13.363 0.000 X3(社会价值) 0.202 4.782 0.000 X4(自我实现价值) 0.213 5.052 0.000
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表 5 感知价值对满意度回归分析结果
Table 5. Results of regression analysis of perceived value and satisfaction
解释变量 Z(满意度) β t值 P值 X1(情感价值) 0.383 9.758 0.000 X2(功能价值) 0.552 14.081 0.000 X3(社会价值) 0.292 7.436 0.000 X4(自我实现价值) 0.300 7.660 0.000
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表 6 满意度对购买意愿回归分析结果
Table 6. Results of regression analysis of satisfaction on purchase intention
解释变量 Y(购买意愿) β t值 P值 Z(满意度) 0.768 18.785 0.000
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表 7 感知价值和满意度对购买意愿回归结果分析
Table 7. Analysis of regression results of perceived value and satisfaction on purchase intention
解释变量 Y(购买意愿) β t值 P值 X1(情感价值) 0.221 4.935 0.000 X2(功能价值) 0.300 5.869 0.000 X3(社会价值) 0.062 1.481 0.140 X4(自我实现价值) 0.069 1.644 0.102 Z(满意度) 0.479 7.729 0.000
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表 8 口碑在感知价值和满意度间的调节效应
Table 8. Moderating effect of word of mouth between perceived value and satisfaction
因子 口碑在感知价值和满意度间的调节效应 满意度(回归) F R2 情感价值 *** 42.190 0.146 (0.383，6.495) 情感价值×口碑 *** *** 34.049 0.217 (0.384，6.793) (−0.187，−4.718) 功能价值 *** 22.855 0.085 (0.292，4.781) 功能价值×口碑 *** 0.008*** 15.266 0.111 (0.273,4.504) (−0.131，−2.666) 社会价值 *** 107.863 0.302 (0.552，10.386) 社会价值×口碑 *** 0.003*** 60.362 0.330 (0.524，9.881) (−0.118，−3.041) 自我实现价值 *** 24.391 0.090 (0.300，4.939) 自我实现价值×口碑 *** 0.323 12.685 0.094 (0.324，4.960) (0.049，0.991) 注：*为p<0.05；**为p<0.01；***为p<0.001.
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