Effect of Physical Clues in Garment E-servicescape on Consumers Purchasing Behavior

摘要：

　　With the expansion of the scale of online apparel purchase in China,it is of great theoretical and practical significance to study the impact of online apparel scene on consumer purchasing behavior.Based on Stimulus-Organism-Response (S-O-R) model,with customer cognitive status as mediating variable and time pressure and price discount as moderating variables,this paper constructs a theoretical model of the impact of physical cues on consumer purchasing behavior in network service scenarios,and conducts empirical analysis by combining factor analysis and regression analysis.The results show that financial security,aesthetic appeal and functional layout can positively affect consumers purchasing behavior,and their influence is great.The small order is financial security (0.539) > functional layout (0.317) > aesthetic appeal (0.315);Positive emotions,aesthetic appeals and functional layout have mediating effects on consumerspurchase behavior.Virtual tactile sense has mediating effects on consumers purchase behavior in terms of aesthetic appeals and functional layout.Price discount plays a moderating role in the influence of positive emotions on consumerspurchase behavior.Therefore,this paper puts forward garment network marketing strategies from four aspects: financial security,aesthetic catering,functional layout and customer awareness.

关键词： e-servicescape positive emotion virtual touch Price discount consumers purchasing behavior

作者: Ya-Li Zhang Hong-JianQu

作者单位: Shanghai University of Engineering Science, Shanghai, 201600, China

会议类型: 国际会议

会议名称: 2019上海纺织服装创意创新研究生学术论坛暨第十三届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 221-230

在线出版日期: 2019-10-23（万方平台首次上网日期，不代表论文的发表时间）