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- Title
虚拟试衣体验对消费者购买意愿的影响.
- Authors
解晓溪; 曲洪建
- Abstract
In order to explore the impact of virtual fitting experience on consumers purchase in- tention, literature research method was used to put forward research hypotheses based on virtual fitting experience. Five dimensions of virtual fitting experience were determined, and a theoretical model among virtual fitting experience, perceived authenticity, and consumer purchase intention was established. The hypotheses were proposed, and multiple regression analysis was carried out on the valid data. The results show that the sensory experience.emotional experience, thinking ex- perience, action experience and related experience in the virtual fitting experience have a positive impact on consumers' purchase intention; perceived authenticity plays a partial mediating role in the sensory experience, emotional experience.action experience and related experience in the vir- tual fitting experience, but it plays a complete mediating role in the thinking experience. The re- search results can provide reference for merchants with virtual fitting experience to improve the virtual fitting experience mode and marketing strategy.
- Subjects
CONSUMER behavior; MULTIPLE regression analysis; RELATIONSHIP marketing; CONSUMERS; EMOTIONAL experience
- Publication
Journal of Xi'an Polytechnic University, 2024, Vol 38, Issue 4, p33
- ISSN
1674-649X
- Publication type
Article
- DOI
10.13338/j.issn.1674-649x.2024.04.005