[1]黄 宇,刘 晶*.基于感知价值理论的服装以旧换新促销策略[J].服装学报,2021,6(02):182-188.
　HUANG Yu,LIU Jing*.Clothing Replacement Sales Promotion Based on the Theory of Perceived Value[J].Journal of Clothing Research,2021,6(02):182-188.
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基于感知价值理论的服装以旧换新促销策略()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第6卷
期数:
2021年02期
页码:
182-188
栏目:
服装设计与营销
出版日期:
2021-04-30

文章信息/Info

Title:
Clothing Replacement Sales Promotion Based on the Theory of Perceived Value
作者:
黄 宇;  刘 晶*
青岛大学 纺织服装学院,山东 青岛 266071
Author(s):
HUANG Yu;  LIU Jing*
College of Textiles and Clothing,Qingdao University,Qingdao 266071,China
分类号:
F 713.55
文献标志码:
A
摘要:
为了研究以旧换新策略在服装行业的可行性,从消费者角度以感知价值接受模型为理论基础,通过问卷调研的方法探究影响消费者参与服装以旧换新促销活动意愿的若干因素。结果显示,消费者愿意参与到此活动中,且社会价值对消费者参与意愿有显著正向影响,情感价值对消费者参与意愿有间接正向影响,感知风险对消费者参与意愿有显著负向影响。基于研究结果,从消费者角度为企业营销提出相应的建议。
Abstract:
Aiming at studying the practicability of replacement sales strategy in the clothing industry, this paper figured out some factors affecting the consumers’ participation willingness in the clothing replacement sales promotion through the questionnaire investigation, on the side of consumers and on the theoretical basis of perceived value acceptance model. The results show that consumers are willing to take part in this activity, and social value has a significant positive impact on consumers’ participation willingness,emotional value has an indirect positive impact on consumers’ participation willingness, while perceived risk has a significant negative impact on consumers’ participation willingness. Based on the research results, this paper proposed corresponding suggestions from the perspective of consumers.

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(责任编辑:沈天琦)

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更新日期/Last Update: 1900-01-01