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感知价值对消费者购买个性化定制服装意向的影响

李爽 李沛

李爽, 李沛. 感知价值对消费者购买个性化定制服装意向的影响[J]. 上海工程技术大学学报, 2023, 37(3): 318-325. doi: 10.12299/jsues.22-0203
引用本文: 李爽, 李沛. 感知价值对消费者购买个性化定制服装意向的影响[J]. 上海工程技术大学学报, 2023, 37(3): 318-325. doi: 10.12299/jsues.22-0203
LI Shuang, LI Pei. Influence of perceived value on consumers' purchase intention of personalized customized clothing[J]. Journal of Shanghai University of Engineering Science, 2023, 37(3): 318-325. doi: 10.12299/jsues.22-0203
Citation: LI Shuang, LI Pei. Influence of perceived value on consumers' purchase intention of personalized customized clothing[J]. Journal of Shanghai University of Engineering Science, 2023, 37(3): 318-325. doi: 10.12299/jsues.22-0203

感知价值对消费者购买个性化定制服装意向的影响

doi: 10.12299/jsues.22-0203
详细信息
    作者简介:

    李爽:李 爽(1998−),女,在读硕士,研究方向为服装产业经济与管理. E-mail:shuang_li_sues@163.com

    通讯作者:

    李 沛(1983−),女,副教授,博士,研究方向为服装产业经济与管理. E-mail:pei.li@sues.edu.cn

  • 中图分类号: TS941.1

Influence of perceived value on consumers' purchase intention of personalized customized clothing

  • 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.
  • 图  1  研究模型

    Figure  1.  Research model

    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
    下载: 导出CSV

    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12952.0
    11948.0
    学历小学及以下20.8
    初中72.8
    高中/中专/技校3815.3
    大学专科5923.8
    大学本科8835.5
    硕士研究生及以上5421.8
    年龄18岁及以下41.6
    >18 ~ 27岁14759.3
    >27 ~ 37岁5522.2
    >37 ~ 47岁208.0
    47岁以上228.9
    职业在校学生8634.7
    私营企业4116.5
    国有企业2811.3
    个体经营2811.3
    政府资助机构208.1
    退休41.6
    其他4116.5
    服装网购频率每季度至少购买一次11546.4
    每月至少购买一次9739.1
    每周至少购买一次187.3
    从未购买过187.3
    服装网购可支配收入300元及以下5723.0
    >300 ~ 500元8735.1
    >500 ~ 1000元6727.0
    >1000 ~ 2000元239.3
    2000元以上145.6
    下载: 导出CSV

    表  3  量表的信效度分析

    Table  3.   Analysis of scales’reliability and validity

    变量题项αCITC因子载荷
    情感价值A10.8240.6520.710
    A20.5810.725
    A30.6820.694
    A40.6790.737
    功能价值B10.7230.5750.581
    B20.4980.609
    B30.5620.515
    B40.4190.784
    社会价值C10.8240.6240.633
    C20.6070.650
    C30.6850.768
    C40.6310.716
    C50.5510.685
    自我实现价值D10.7650.5800.557
    D20.5870.783
    D30.6190.750
    D40.4760.669
    满意度E10.7970.6300.837
    E20.6670.860
    E30.6310.837
    购买意愿F10.8220.6790.861
    F20.6900.867
    F30.6640.851
    口碑G10.8130.6200.791
    G20.6270.797
    G30.6380.805
    G40.6440.810
    注:CITC为相关系数;α为一致性系数.
    下载: 导出CSV

    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)
    βtP
    X1(情感价值)0.4049.5670.000
    X2(功能价值)0.56413.3630.000
    X3(社会价值)0.2024.7820.000
    X4(自我实现价值)0.2135.0520.000
    下载: 导出CSV

    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)
    βtP
    X1(情感价值)0.3839.7580.000
    X2(功能价值)0.55214.0810.000
    X3(社会价值)0.2927.4360.000
    X4(自我实现价值)0.3007.6600.000
    下载: 导出CSV

    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)
    βtP
    Z(满意度)0.76818.7850.000
    下载: 导出CSV

    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)
    βtP
    X1(情感价值)0.2214.9350.000
    X2(功能价值)0.3005.8690.000
    X3(社会价值)0.0621.4810.140
    X4(自我实现价值)0.0691.6440.102
    Z(满意度)0.4797.7290.000
    下载: 导出CSV

    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)
    FR2
    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.
    下载: 导出CSV
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  • 收稿日期:  2022-07-06
  • 刊出日期:  2023-09-30

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