本文關(guān)鍵詞：服飾類奢侈品網(wǎng)絡(luò)購買行為研究　出處：《浙江理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：當(dāng)前,中國經(jīng)濟(jì)快速發(fā)展,進(jìn)入新常態(tài)。隨著人均國民收入和人民生活質(zhì)量水平不斷提高,中國消費(fèi)者越來越追求高品質(zhì)生活。中國奢侈品市場(chǎng)消費(fèi)潛力巨大,新晉消費(fèi)群體增加,消費(fèi)逐年攀升。但是,近年來,中國整體經(jīng)濟(jì)增速放緩,且在快時(shí)尚、互聯(lián)網(wǎng)等沖擊下,傳統(tǒng)奢侈品店鋪的銷售在我國市場(chǎng)面臨挑戰(zhàn)和壓力。早在2008年經(jīng)融危機(jī)時(shí),價(jià)格昂貴、消費(fèi)彈性大且不屬于必需消費(fèi)品的奢侈品行業(yè)受到重創(chuàng)。使以往注重線下門店消費(fèi)體驗(yàn)的奢侈品企業(yè),在銷售銳減的重壓下開始嘗試轉(zhuǎn)變,逐漸摒棄固有的偏見,選擇互聯(lián)網(wǎng)平臺(tái)進(jìn)行營銷活動(dòng)。互聯(lián)網(wǎng)的持續(xù)、快速發(fā)展,與商業(yè)活動(dòng)結(jié)合產(chǎn)生電子商務(wù),影響和改變了消費(fèi)者的生活習(xí)慣和消費(fèi)方式。網(wǎng)絡(luò)購物已融入人們生活,成為越來越重要的組成部分。隨著電子商務(wù)發(fā)展的完善及中國奢侈品市場(chǎng)不斷擴(kuò)大和成熟,網(wǎng)絡(luò)銷售奢侈品開始逐漸流行并成為企業(yè)全新的獲利方式。奢侈品企業(yè)越來越重視中國市場(chǎng)。本文通過理論分析、概念界定、研究假設(shè)、問卷調(diào)研、數(shù)據(jù)分析和歸納總結(jié),深入研究服飾類奢侈品網(wǎng)絡(luò)購買行為。從理論回顧入手,在回顧國內(nèi)外文獻(xiàn)的基礎(chǔ)上,對(duì)奢侈品、網(wǎng)絡(luò)購買和消費(fèi)者行為的相關(guān)文獻(xiàn)進(jìn)行深入研究和合理的整理。通過文獻(xiàn)綜述的回顧,結(jié)合中國服飾類奢侈品網(wǎng)絡(luò)營銷現(xiàn)狀,研究服飾類奢侈品網(wǎng)絡(luò)購買行為,以恩格爾模型、霍華德-謝斯模型和霍金斯模型為基礎(chǔ),構(gòu)建服飾類奢侈品網(wǎng)絡(luò)購買行為模型。結(jié)合調(diào)查問卷的方式,提出假設(shè),設(shè)計(jì)問卷,通過SPSS22.0對(duì)數(shù)據(jù)進(jìn)行深入的分析比較,通過信度和效度分析、因子分析、相關(guān)性分析等修正模型。最后,根據(jù)研究結(jié)論,提出基于消費(fèi)者奢侈品網(wǎng)絡(luò)購買行為模型的營銷策略。論文分為六個(gè)章節(jié),第一章為文章的緒論,闡述研究背景、內(nèi)容、方法、框架、創(chuàng)新點(diǎn)及意義;第二章為文獻(xiàn)綜述,研究、整理了奢侈品、網(wǎng)絡(luò)購買、消費(fèi)者行為及影響因素的相關(guān)文獻(xiàn),為后續(xù)研究提供理論支撐;第三章為服飾類奢侈品網(wǎng)絡(luò)營銷發(fā)展現(xiàn)狀分析,通過對(duì)中國消費(fèi)市場(chǎng)、奢侈品網(wǎng)絡(luò)營銷現(xiàn)狀、奢侈品網(wǎng)購平臺(tái)現(xiàn)狀、服飾類奢侈品網(wǎng)購影響因素等的分析,為后續(xù)研究提供現(xiàn)實(shí)依據(jù);第四章為服飾類奢侈品網(wǎng)絡(luò)購買行為研究,歸納總結(jié)其影響因素,并通過構(gòu)建模型、提出假設(shè)、設(shè)計(jì)問卷及數(shù)據(jù)分析,最后修正模型;第五章為基于服飾類奢侈品網(wǎng)購行為模型的網(wǎng)絡(luò)營銷策略,對(duì)應(yīng)第四章所修正的模型,提出相應(yīng)的營銷策略;第六章結(jié)論與展望,對(duì)研究?jī)?nèi)容進(jìn)行總結(jié),指出論文的不足之處以及對(duì)今后研究的展望。在對(duì)服飾類奢侈品網(wǎng)購行為研究中,筆者將影響因素分為非刺激因素、刺激或投入因素、反應(yīng)或產(chǎn)出因素。其中,非刺激因素主要為人口變量因素;刺激或投入因素,包含個(gè)體影響因素和外部環(huán)境影響因素兩類;反應(yīng)或產(chǎn)出因素主要為購買決策過程。通過問卷調(diào)研、統(tǒng)計(jì)分析數(shù)據(jù)、驗(yàn)證假設(shè)后,研究結(jié)論如下:(1)人口變量中,服飾類奢侈品網(wǎng)購行為受消費(fèi)者的收入、年齡、受教育程度、網(wǎng)購經(jīng)歷、接觸奢侈品時(shí)間的影響顯著;受職業(yè)、性別和居住城市的影響不顯著。(2)個(gè)體影響因素中,態(tài)度因素、消費(fèi)動(dòng)機(jī)因素、情緒因素與服飾類奢侈品網(wǎng)購決策體系呈正相關(guān)關(guān)系;感知風(fēng)險(xiǎn)因素與服飾類奢侈品網(wǎng)購決策體系呈負(fù)相關(guān)關(guān)系。(3)外部環(huán)境因素中,文化因素、產(chǎn)品因素、網(wǎng)購平臺(tái)因素、配送因素與服飾類奢侈品網(wǎng)購決策體系呈正相關(guān)關(guān)系。本文通過深入研究服飾類奢侈品網(wǎng)絡(luò)購買行為,挖掘、分析其影響因素。并根據(jù)修正后的模型,從提高品牌知名度和認(rèn)可度、拓展網(wǎng)上銷售渠道、激發(fā)購買興趣、提高購后評(píng)價(jià)四個(gè)角度,提出服飾類奢侈品企業(yè)在開展電子商務(wù)時(shí)對(duì)應(yīng)的具體網(wǎng)絡(luò)營銷策略,具有理論和現(xiàn)實(shí)意義。
[Abstract]:At present, the rapid development of economy China, entered a new norm. As the per capita income and the quality of people's life and constantly improve the level of China, consumers are increasingly seeking high quality of life. China luxury market consumption potential, new consumer groups increased, consumption increased year by year. However, in recent years, China the overall economic slowdown, and in fast fashion the Internet, etc. under the impact of the traditional luxury store sales challenges and pressure in the market of our country. As early as the 2008 financial crisis, the price is expensive, the consumption elasticity and does not belong to the essential consumer goods, luxury goods industry has been hit hard. The previous focus on line store consumer experience luxury enterprises began to change in the sales dropped under the weight gradually abandon the inherent bias, selection of the Internet platform for Internet marketing activities. The sustained, rapid development, combined with the business activities of electronic Business, influence and change consumer habits and consumption patterns. Online shopping has been integrated into people's lives, has become more and more important part. With the development of electronic commerce and China luxury market continues to expand and mature, network sales of luxury goods began to become popular and new business profit. Luxury enterprises pay more and more attention to Chinese the market. Through theoretical analysis, concept definition, research hypotheses, questionnaire survey, data analysis and summary, in-depth study of the purchase behavior of apparel luxury products. From the review of the theory in network, based on domestic and foreign literature review of related literature, luxury, online purchasing and consumer behavior research and reasonable arrangement. Through the review of literature review, combined with China apparel luxury products network marketing status quo, purchasing behavior of apparel luxury network, In the Engel model, Howard Sheth model and Hawkins model as the foundation, construction of apparel luxury products online purchasing behavior model. According to the questionnaire, put forward the hypothesis, design the questionnaire, through in-depth analysis on SPSS22.0 data, the reliability and validity analysis, factor analysis, correlation analysis and correction model. Finally, according to the research conclusion, put forward model of consumer purchase behavior of luxury goods marketing strategy based on the network. This paper is divided into six chapters, the first chapter is the introduction, describes the research background, content, method, framework, innovation and significance; the second chapter is the literature review, research, organize a luxury, network purchase, consumer behavior and influence related factors, provide theoretical support for further research; the third chapter is the analysis of luxury clothing network marketing development present situation, through to the Chinese consumer market, luxury goods The status quo of network marketing, online shopping platform of luxury apparel luxury products, analysis of influence factors of online shopping, provide a realistic basis for the following research; the fourth chapter is the clothing luxury online buying behavior research, summed up the influencing factors, and constructs the model, hypotheses, questionnaire design and data analysis, the final correction model; the fifth chapter for the network marketing strategy of apparel luxury products online shopping behavior based on the model, the modified model corresponding to the fourth chapter, put forward the corresponding marketing strategy; the sixth chapter is conclusion and prospect, summarize the research contents, points out the deficiencies and prospects for the future research. In the apparel luxury products online shopping behavior research, the author will influence factors are divided into non stimulus stimulus or input factors, reaction or output factors. Among them, non stimulating factors of population variables; stimulus or input factors, package The influence factors and the external environment of the individual effects of two kinds of reaction; or output is a major factor in the purchase decision-making process. Through the questionnaire survey, statistical analysis of the data, to verify the hypothesis, the research conclusions are as follows: (1) demographic variables, apparel luxury online shopping behavior by consumers' income, age, level of education, online shopping experience. The effect of contact time was significantly affected by luxury; occupation, gender and city of residence is not significant. (2) the attitude of individual factors, consumer factors, motivational factors, emotional factors and apparel luxury online shopping decision-making system is positively correlated; there was a negative correlation between the perceived risk factors and apparel luxury online shopping decision-making system (. 3) the external environmental factors, cultural factors, product factors, factors of online shopping platform, distribution factors and apparel luxury products online shopping decision-making system was positively related to relationship. Through in-depth study of clothing Luxury online buying behavior, mining, analysis of the influencing factors. And according to the modified model, in order to improve the brand awareness and recognition, expand the online sales channels, arouse interest, improve the four aspects of evaluation after purchase, put forward specific network marketing strategy of enterprises in carrying out the corresponding luxury apparel e-commerce with the the theoretical and practical significance.

【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F724.6;F426.86

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