基于S-O-R模型的网购服装感知价值提升路径研究

摘要

感知价值是影响消费者在线购买服装的重要因素，本文基于S-O-R模型，建立了以感知价值为中间变量，消费者认同为结果变量的网购服装感知价值影响因素概念框架，从口碑评价、促销策略和售后服务等3方面提出了感知价值提升的具体措施。%　　The perceived value is an important factor for consumer when purchasing clothing online. Based on the S-O-R model, this paper established the conceptual framework of perceived value influencing factors on online clothing shopping, which regarded perceived value as intermediate variable and consumer-company identification as outcome variable. Then specific suggestions were made from the perspectives of reputation evaluation, promotional strategy and after-sales service.