Research On The Mechanism Of Lady Casual Wears Consumer Decision Making In Omni-channel

Residents' consumption occupies an important place in China's economic growth while the rise of the Internet and the development of information technology driving the upgrade of clothing market structure and the consumption habits.Clothing retail enterprises in China have strong reform consciousness and when the omni-channel wave arrive,they have the courage to try according to their own condition.Based on the pursuiting of better sales and operating profit,enterprises keep optimizing the operation strategies.Therefore,better service to the target customers and continue inspiring their consumption desire become the eternal theme of clothing brand enterprises,while research on the cognitive consumer preference for all kinds of omni-channel modes and decision-making mechanism are particularly important.Studies on psychology and behavior of decision-making have high academic foundation.The early research given priority to Form Models while gradually after research focused on Process Models.Now a variety of process tracking methods have been developed,becoming important tools for the concrete implementation of related research.In the middle of 20 th century,many scholars built several different models about consumer decision-making,such as Egon Brunswick Model,Howard–Sheth Model,Nicosia Model,EKB Model and Technology Acceptance Model,etc.The analysis of the occurred behavior were discussed detailed in these theories,which indicated the trend and direction of follow-up study,having great significance on consumer decision-making research.This study is about the clothing consumption decision-making mechanism in the new retail sales model basing on the early study and China's economic situation,focusing on the lady casual wears in Chinese clothing market.This research target consumers preference survey research and decision-making mechanism while the formation factors of the consumer decision-making as well as the relationship between each factor are studied by theoretical research and empirical analysis.Main study: the influence factors of decisions,the corrections among the factors and the effects on the decisions of each factor.The purchase decisions mainly studied focusing on retail channel,while the product,price and promotion were not took as the main study objects.The major research contents include:? Consumers' preference on lady casual wear omni-channel retailCollect the omni-channel retail modes the enterprises are using,which are influential lady casual wear companies in China's market.The results of questionnaire survey showed that these modes are all attractive to the customers.Three factors,“preferential price”,“marketing” and “unimpeded channel” were classified by the factor analysis.The results of the structural equation model showed that the performance optimization of "preferential price" would raise other two factors' attraction to consumers,while "marketing" has a similar effect on "unimpeded channel".? Indexes of lady casual wears consumer decision-making in omni-channel and the influence of the indexesThe structure and key indexes were concluded basing on the literature study and expert interview while the consumer decision-making process data were obtained through the questionnaire survey and the information display board experiment.Consumers were divided into three categories according to the information search depth: light,medium and deep.Hypothesis testing results showed that significantly positive correlation between depth and search pattern in consumers search behavior.The deeper the depth of information search of consumer,the more inclined to compensatory search pattern.But the study also found that there were some decision strategy used by consumers cannot be classified by the existing types completely.? Characteristics of consumption decision in online and offline retail channelOmni-channel is flexible,but still basically combined by online and offline channels.In this research,online and offline channel were respectively studied for clarify the consumer decision-making features.Chinese lady casual wear brand L was used in the case study and the target consumers were invited to take part in the empirical experiments.Through factor analysis and optimal scaling regression model calculation,consumers purchase intention in the online stores of the case brand L were general,and the influence of each factor on consumer purchase intention from big to small in turn are "aftermarket","selection","service","safety" and "consumption".There is a big room for improvement.A fuzzy comprehensive evaluation based on AHP(analytic hierarchy process)found that the score of case brand's consumer satisfaction on offline store is 64.51,belonging to the average level.There is also a certain improvement space.? Summarize the mechanism of lady casual wears consumer decision making in omni-channelThrough the study on online and offline retail channels respectively,the influence status of each consumer decision-making influence index in these two kind of channels are different.There are 6 indexes with greater influence in the online channel than in the offline channel,while 11 indexes has bigger influence in the offline channels.Thus,the enterprise which is designing the omni-channel should give full consideration and use these factors combining with their own situation.In addition,basing on the exact marketing concepts,this paper set up a system to classify and guide consumers by the target consumers' decision-making strategy type,the search depth and pattern,combining with three links of "precise","measurable" and "top-notch".Research innovation points and characteristics:(1)Research contents: channels comparison from the perspective of decision-making behavior and explain the consumer decision-making mechanism in all directions by investigating the influence of each factor and exploring the interaction relations among the factors.Explored forms diversity on the basis of theory combining with practice of omni-channel,pay attention to the flexible of model and parsing,for clothing product attribute omni-channel consumer decision-making mechanism and application research has strong practical significance.(2)Research methods: the information display board technology combined with consumer questionnaire survey research methods,namely the combination of subjective and objective research methods,collecting relevant consumers decision process data in the retail channel.Respectively from the perspective of consumer and enterprise perspective,this study put forward several sets of research plan in view of the retail channel customer satisfaction analysis.This research combined with the structural equation model,the optimal scale regression model and fuzzy comprehensive evaluation method,quantitative analysis the differences between the reality shopping environment and consumers' original psychological demands,and on the basis of which the optimization operation mode is solved.