网购服装产品属性对顾客合体满意度的影响

doi:10.13475/j.fzxb.20180805806

纺织学报 ›› 2019, Vol. 40 ›› Issue (06): 91-96.doi: 10.13475/j.fzxb.20180805806

网购服装产品属性对顾客合体满意度的影响

肖平¹^,²^,³, 张昭华¹^,²^,³(), 秦王洁¹, 范佳宜¹

1.东华大学服装与艺术设计学院, 上海 200051
2.同济大学上海国际设计创新研究院,上海 200092
3.东华大学现代服装设计与技术教育部重点实验室, 上海 200051

收稿日期:2018-08-23 修回日期:2018-12-11 出版日期:2019-06-15 发布日期:2019-06-25
通讯作者: 张昭华
作者简介:肖平(1979—),女,讲师。主要研究方向为服装人体工效学。
基金资助:
国家自然科学基金项目(11602055);中央高校基本科研业务费专项基金资助项目(17D110710);中央高校基本科研业务费专项基金资助项目(2019G-08);国家级大学生创新资助项目(17T10710);上海市设计学IV类高峰学科资助项目(DD18003)

Impact of product attributes of online shopping clothing on customer fit satisfaction

XIAO Ping¹^,²^,³, ZHANG Zhaohua¹^,²^,³(), QIN Wangjie¹, FAN Jiayi¹

1. College of Fashion and Design, Donghua University, Shanghai 200051, China
2. Shanghai Institute of Design and Innovation, Tongji University, Shanghai 200092, China
3. Key Laboratory of Clothing Design and Technology, Ministry of Education, Donghua University, Shanghai 200051, China

Received:2018-08-23 Revised:2018-12-11 Online:2019-06-15 Published:2019-06-25
Contact: ZHANG Zhaohua

摘要/Abstract

摘要：

为研究尺寸表、尺码推荐表以及试穿报告等产品属性对顾客合体满意度的影响,首先对35家淘宝女装店铺网页展示信息进行梳理,得到8项网页服装展示信息,提取出7个产品属性;然后,基于S-O-R模型确定研究框架,借助问卷调查共收集204个有效样本;最后,建立逐步回归模型分析产品属性对顾客合体满意度的影响。研究发现:顾客侧重阅读尺寸表与产品指数等信息;然而产品的外部属性对顾客合体满意度的影响更显著,二者呈现正相关关系;同时,进一步研究身体质量指数(BMI)对顾客合体满意度的影响发现,不同BMI模型下影响顾客合体满意度的产品属性有显著性偏差,可获取不同目标顾客态度的有效性信息。

关键词: 网购服装, 产品属性, 顾客合体满意度, 体型指数

Abstract:

In order to investigate the influence of the product attributes on the customer fit satisfaction, the clothing product descriptions of 35 Taobao women's clothing store were combed. 8 display attributes related to the fit of online shopping clothing and 7 product attributes were extracted. The research framework was developed based on the S-O-R model. 204 valid samples were collected by web-based survey. A stepwise regression model was developed to estimate the influence of various product properties on customer fit satisfaction scores. The results show that customers pay more attention to reading the size chart and product indexes. However, the external attributes of the product have statistically significant influence on the customer fit satisfaction, and a positive correlation exists between the two. At the same time, the influence of body mass index(BMI) on the customer fit satisfaction was further studied. It is found that under different BMI models, the product attributes influencing the customer fit satisfaction have a significant difference, and the validity information of different target customer groups can be obtained.

Key words: online shopping clothing, product attribute, customer fit satisfaction, body index

中图分类号:

TS941.17

肖平, 张昭华, 秦王洁, 范佳宜. 网购服装产品属性对顾客合体满意度的影响[J]. 纺织学报, 2019, 40(06): 91-96.

XIAO Ping, ZHANG Zhaohua, QIN Wangjie, FAN Jiayi. Impact of product attributes of online shopping clothing on customer fit satisfaction[J]. Journal of Textile Research, 2019, 40(06): 91-96.

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参考文献 12

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测量概念	编码	属性描述	量表评价
网页产品展示信息	D₁	尺寸表	是否会仔细阅读这些网页展示信息?
	D₂	各部位测量示意图
	D₃	理想模特体型数据试穿型号与着装效果平面图
	D₄	基于身高和体重的尺码推荐表
	D₅	产品指数
	D₆	不同体型试穿者的试穿报告
	D₇	理想模特着装展示视频
	D₈	已购买家的评论留言
服装产品属性	S₁	咨询客服	这些评价指标对顾客选购合适号型的有效性影响程度?
	S₂	以往经验选购号型
	S₃	理想模特的着装展示
	S₄	尺寸表
	S₅	不同体型试穿者的试穿报告
	S₆	基于身高和体重的尺码推荐表
	S₇	已购买家的评论留言
满意程度	F	有尺码区分的服装购后合体满意度的评价	已购网购服装是否合身?

模型	预测变量	未标准化系数					F	显著性
模型	预测变量	相关系数	标准误差	相关系数	t	显著性	F	显著性
模型A	(常数)	0.578	0.096	-	6.036	0.000
合体满意度	S₁	0.237	0.065	0.348	3.672	0.000	12.886		0.000
	S₇	0.149	0.058	0.242	2.552	0.012
模型B	(常数)	0.630	0.125	-	5.053	0.000	10.207		0.002
合体满意度	S₄	0.312	0.098	0.350	3.195	0.002
模型C	(常数)	0.090	0.172	-	0.526	0.603
合体满意度	S₂	0.381	0.131	0.398	2.906	0.007	14.349		0.000
	S₇	0.399	0.121	0.451	3.290	0.002

变量	模型A			模型B			模型C
变量	相关系数	标准误差	显著性	相关系数	标准误差	显著性	相关系数	标准误差	显著性
D₁				0.521	0.185	0.006	0.498	0.240	0.046
D₃				-0.308	0.127	0.018
D₈	0.188	0.119	0.118

网购服装产品属性对顾客合体满意度的影响

Impact of product attributes of online shopping clothing on customer fit satisfaction

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