Application Of Idb Technology Based On Consumer Clothing Decision-making

Researching on the real decision-making process referred to the research achievements and methods in psychology is a research focus of consumer clothing decision-making.Information Display Board(IDB)is a process tracing technique.Using IDB to study psychology of consumer clothing decision-making will be helpful for the development of company's relevant marketing strategies and the improvement of consumer decision-making quality.This thesis selected service of clothing stores as research orientation,built a service attributes system of clothing stores and designed an IDB experiment to explore the consumer decision-making process and decision-making psychology when people make the store choice.The specific studies are as follows:1)On the basis of the decision-making theory and the applications of IDB in decision-making area,this thesis analyzed the study characteristics of IDB experiment and summarized the characteristic framework of this researching technique.2)On the basis of theoretical study of 17 Chinese literatures of IDB experiment,this thesis compared the objects of decision and variables in these literatures and then summed up the current applications characteristics of IDB experiment in China.3)Based on the store image theory and service quality theory,this thesis built a three-tier system about service attributes of clothing store,referred to suggestions form 7 experts to confirm this system and made it correct,and analyzed 111 valid questionnaires of consumer research to screen out 11 attributes which could constitute a IDB matrix.4)Based on the statistics of 45 experiments(of which 26 experiments using the IDB),this thesis designed each characteristic of IDB experiment,determined the time pressure and gender as independent variables and proposed experimental hypothesis.30 students were randomty selected as the experimental sample,15 men and 15 women,to do the IDB experiment which meant to determine the time value under the time pressure.5)50 students were randomly selected,25 men and 25 women,to do an IDB experiment about clothing store choice.This thesis used 2×2 experimental design,imported a total of 100 Mouselab data to Excel2007 to analysis each search variables and input the data to SPSS 13.0 for an analysis of variance,finally summed up the impact on consumer clothing decision-making by the time pressure and gender differences.