AN EMPIRICAL STUDY OF EXPERIENTIAL VALUE AND FASHION LIFESTYLES AND THEIR EFFECTS ON SATISFACTION：AN EXAMPLE USING ONLINE CLOTHES SHOPPING

Autor: Hsin-Hung Chen, 陳欣宏
Rok vydání: 2010
Druh dokumentu: 學位論文 ; thesis
Popis: 98
Dedicating itself to create a pleasure and unforgettable experience for customers is a shortcut to dramatically promote customer value for an enterprise. Hence, the design of service procedure has been converted from conventional thoughts of product side into providing customer unique purchasing experiences because the new service procedure gives advantages when firms face competitions. On the basis of early studies, past purchasing experiences would cause various reactions to customers and in turn affect their satisfaction. The market of online shopping has been booming for years, especially, the clothing shopping is the largest portion. In addition, due to the differences in terms of shopping process、interaction、additional value between the online and non-internet clothing shopping, this study takes the online clothing shopping as an example with experiential value model and fashion lifestyle model, aiming to examine the relationship between consumer behavior and their satisfaction of online shopping. 524 samples were collected from both hard-copy and internet surveys. All the data were analyzed through the structural equation model, it gave the results that there are four factors of experiential value, namely multiple choice、efficiency of customer service、function of internet and quality of internet which would have influences on the consumer’s satisfaction. Although the style of clothes is the only factor which is statistically significant at 90% confidence level regarding with the fashion lifestyle factors, this paper still analyzed other groups under the fashion lifestyle factors by using ANOVA and found they were significantly different. Hence, the results of this study provide sellers of online clothing business the causes and consequences of consumer behavior and help them to realize that the key factor of consumer’s satisfaction is related to the accumulation of shopping experience. Finally, the fashion lifestyle factors reflected by consumers can be understood and online clothing firms can take advantages of promoting service design in order to remarkably increase the level of customer’s satisfaction.
Databáze: Networked Digital Library of Theses & Dissertations
Externí odkaz: