Mechanism Research on Influence of Clothing Product Sense of Superiority on Consumers’ Purchase Behavior
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摘要: 高级感是影响消费者购买服装产品的重要心理标准，利用扎根理论研究方法提取出服装产品高级感的影响因素，基于文献研究建立服装产品高级感对消费者购买行为的影响因素模型，并采用SPSS26.0对调研数据进行实证分析. 通过验证得出高级感各影响因素对消费者购买意愿和支付意愿有显著正向影响. 研究结果为探讨高级感对消费者影响的关键因素及内部运行机理提供一定的理论基础，并为服装新产品开发提供对策建议.Abstract: The sense of superiority is an important psychological standard that affects consumers′ purchasing behavior of clothing products. The influential factors of clothing product sense of superiority were extracted using grounded theory research method. Based on the literature research, the influential factor model of clothing product sense of superiority on consumers’ purchasing behavior was established, and the survey data were empirically analyzed with SPSS26.0. Through verification, it is concluded that the influencing factors of sense of superiority have significant positive influence on consumers’ purchase intention and payment intention. The research results provide a theoretical basis for exploring the key factors and internal operation mechanism of sense of superiority on consumers, and provide countermeasures and suggestions for the development of new clothing products
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Key words:
- clothing products /
- sense of superiority /
- purchase behavior /
- grounded theory
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图 2 服装产品高级感影响因素扎根识别
Figure 2. Rooted identification of influence factors of clothing products sense of superiority
图 3 服装产品高级感对消费者购买行为影响指标体系
Figure 3. Influence index system of clothing products sense of superiority on consumer’s purchase behavior
图 4 服装产品高级感对消费者购买行为的影响模型
Figure 4. Influence model of clothing products sense of superiority on consumer’s purchase behavior
表 1 部分开放式编码内容
Table 1. Part of open coding content
次范畴 概念化 原始语句 理想
自我身份地位 消费者借助产品特性向他人传递个人声望和身份 形象展示 有助于加强自我形象展示[11] 提升自我 能够使使用它的人变得更好 社会认同 能够帮助使用它的人获得更多人的认同与欣赏 品质
反应优良品质 能够体现良好的品质 稳定质量 具有持久稳定的抗磨性和耐穿性等 制作精良 具有造型优美、面料考究和做工精良等特点 吸引性 流行性 炙手可热的潮流文化可以展现出极强的吸引力 时髦性 时髦性更容易被接受和带有较强的魅力，可彰显自我 整体效果 满足整体的视觉效果可以使产品更具有吸引力 亚文化 避免相似 能够帮助使用它的人避免与他人相似 与众不同 有助于使用它的人显得与众不同 意见领袖 使用高级感产品的人被视为领导者，而非追随者 原创性 个性化 个性化的视觉特性能够吸引消费者发生购买行为 新颖性 新颖的产品通常需要打破常规视觉习惯和刻板外观[12] 独特性 因独有的设计感与文化韵味而显示出其独特的特质 
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表 2 高级感对消费者购买意愿回归分析结果
Table 2. Regression analysis results of superiority sense on consumers’ purchase behavior
解释变量 Y1 β t Sig. X1 0.201 4.954 0.000 X2 0.294 7.246 0.000 X3 0.197 4.866 0.000 X4 0.180 4.434 0.000 X5 0.260 6.404 0.000 F值 32.280 R2 0.265
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表 3 高级感对消费者支付意愿回归分析结果
Table 3. Regression analysis results of superiority sense on consumers’ willingness to pay
解释变量 Y2 β t Sig. X1 0.174 4.286 0.000 X2 0.215 5.314 0.000 X3 0.164 4.042 0.000 X4 0.307 7.562 0.000 X5 0.261 6.436 0.000 F值 32.309 R2 0.265
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