【作者】 于芬芬；

【导师】 刘瑜；

【作者基本信息】 东华大学 ， 设计艺术学， 2012， 硕士

【摘要】 随着网络和新的交互技术不断被应用到营销策略当中,服饰产品消费者获得商品信息、购买商品的渠道越来越多,而在多渠道营销环境下,消费者的购买行为变得更加复杂。本文以快时尚服饰产品消费者为研究对象,以恩格尔-克拉特-布莱克威尔的消费者购买决策(EBM)模型为逻辑基础,在对国内外相关文献资料的研究基础上,通过调查问卷的方式,逐一调查了快时尚服饰产品消费者在整个购买过程(包括确认需要、寻求信息、比较评价、决定购买和购后评价五个阶段)当中对于网络、邮购目录(电话订购)和实体店铺这三个渠道的偏好及影响因素。本文首先阐述了本研究的研究背景、研究目的和意义,以及相关的研究方法。之后分析了快时尚服饰产品消费者购买渠道基本状况以及品牌、地域和性别对于快时尚服饰产品消费者购买渠道选择的影响。最后总结了快时尚服饰产品消费者在购买过程中的渠道选择偏好和影响因素。研究结果表明：网络已经成为快时尚服饰消费者获得快时尚产品信息和购买快时尚服饰产品的重要渠道,但是不同类型的消费者,在购买决策的不同阶段,对渠道的选择偏好还存在一定的差异。比如实施购买的最后阶段,优衣库品牌的消费者大多首选实体店铺渠道,而凡客诚品、麦考林等品牌的消费者则首选网络渠道；女性消费者明显比男性更喜欢网购快时尚服饰；另外二线城市消费者比一线城市消费者更喜欢通过网络渠道购买快时尚服饰产品。本论文研究对于有意打造快时尚服饰品牌的企业制定有效的市场策略、提供更加周到的消费者服务具有现实参考意义。更多还原

【Abstract】 As Internet and new communication technologies been used in marketing strategy, consumer has more channels to gain apparel information and purchases apparel products. Meanwhile, the apparel consumer’s purchasing behavior becomes more complicated in the multichannel environment. This thesis takes the fast fashion apparel consumer as the research target and takes the EBM model as the logical basis. Based on the study of domestic and foreign relevant references, collecting data through questionnaire, this research analyzed how the apparel consumer choose shopping channels from the Internet, catalog and store at the stage of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior and influencing factors.The thesis firstly illustrates the background, purpose, significance and method of the research. Then the thesis analyzes the basic condition of fast fashion consumer channel choosing behavior and how the brand, location and gender affect their channel choosing behavior. Finally, the thesis reaches a conclusion of fast fashion consumer’s channel preference during purchasing process and influencing factors. The research result shows that, Internet has become an important channel for fast fashion consumer to gain information and purchase apparel products. However, different types of fast fashion consumers have different channel preferences at different stages of the purchasing process. Take the purchase decision stage for example:UNIQLO’s consumers prefer store channel while VANCL and Mecox Lane’s consumers prefer Internet; female consumers more like purchasing fast fashion products through the Internet than male consumers; second-tier city’s consumers more like purchasing fast fashion products through the Internet than first-tier city’s consumers.This research provides practical referencing significance for fast fashion companies to make efficient marketing strategies and provides considerate service for the consumers.更多还原