Research On Clothing Consumer Psychology And Purchase Behavior In Jump-dealing Problem About Showroming

With the rapid development of Internet e-commerce,consumers have a universal acceptance of online shopping.This has brought a huge impact on the traditional retail industry,and has a huge impact on the traditional retail marketing concept,management model,price system,management mode,logistics distribution,policies and regulations and other aspects.Therefore,it is the focus of enterprises and scholars to dig out the influencing factors of clothing consumers' jump-dealing behavior about showrooming,reduce this jump-dealing phenomenon to reduce the unhealthy competition between network operators and shop vendors,and promote the healthy development of enterprises.In order to improve the competitiveness of enterprises and provide services that are more close to the needs of consumers,we need to analyze and summarize the development status of the "shop-selected online shopping" jump orders in the apparel industry,consumers "shop selected online shopping" jump single decision-making process,and explore the core factors that influence the behavior of "shop-selected online shopping" and ways and measures to reduce the phenomenon of "shop-selected online shopping" based on consumer behavior theory.For this reason,this article focuses on the clothing consumer jump-dealing behavior about showrooming as the research theme and reduce such behavior for the purpose of research.The main line of research includes the external factors that affect the behavior of single-purchase of shoppers in online shopping,the consumer psychology and consumer buying behavior.And the main contents are as follow:(1)Literature review of the causes,consumer psychology and jump-dealing behavior about showrooming.This article analyzes and summarizes the causes of jump-dealing problem and the impact on the enterprise;introduced the relationship between the external factors and the consumer psychology and the impact of consumer psychology on purchase behavior;analyzed the relationship about the external influencing factors of jump-dealingphenomenon about showrooming,consumer psychology and the jump-dealing behavior.And Summarize the shortcomings of the existing literature,as the theoretical basis for the later study.(2)The relationship model are established about the external influence factors of jump-dealing about showrooming phenomenon,consumer psychology and hopping behavior.According to the literature review and carding,select the indexes about clothing consumer jump-dealing behavior,and consumer psychology.And the relationship between the three factors,the external influence factors,the consumer psychology and the hopping behavior,is also analyzed.On this basis,the research hypothesis is put forward,and the theoretical structure model between the three is established.(3)Testing the hypothesis relation model.Through large-scale data research,396 valid data samples were obtained,and the external influence factors,consumer psychology and jump-dealing behavior were empirically analyzed,Obtain:Online shop factors factors have a significant positive impact on consumer jump-dealing behavior;Store factor has a negative impact on the consumer jump-dealing behavior about showrooming;Consumer acceptance of online shopping psychology and trust psychology have a significant positive impact on jump-dealing behavior;high level brand and texture factors in commodity form have a positive impact on jump-dealing behavior.(4)Countermeasures and suggestions to reduce jump-dealing behavior about showrooming.According to the results of the revised model,it can be analyzed from two perspectives: store quotient and commodity form factor.Specifically,the entity store will be transformed into the experience store mode,that is,to enhance the attractiveness of the store environment,to enhance the store experience service,and to adjust the service mode of the shop sales staff.For high level brand enterprises,the network purchase platform can be added to reduce the loss of single hop among enterprises.The net business enterprise can send the small sample of the clothing fabric regularly for the customer,in order to make up for the lack of the acceptance of the texture information,to a certain extent,reduce the jump-dealing behavior.The following conclusions can be drawn from the study:(1)The influence of external factors of jump-dealing about showrooming in clothing consumers' jump-dealing behavior.Online shop factors factors have a significant positive impact on consumer jump-dealing behavior;Store factor has a negative impact on the consumer jump-dealing behavior about showrooming;Consumer acceptance of onlineshopping psychology and trust psychology have a significant positive impact on jump-dealing behavior.With the development of e-commerce,the low price and convenience of retailers promote consumers' acceptance and trust in online shopping.Traditional shopkeeper's experience,timeliness,service and advantages of new products and other factors have a negative impact on jump-dealing behavior.(2)The impact of consumer psychology on jump-dealing behavior.Consumers' acceptance and trust psychology have a significant positive impact on jump behavior.The higher the acceptance of online shopping,the greater the probability of choosing jump-dealing behavior about showrooming.Compared with the influence of acceptance psychology on jump behavior,the consumer trust psychology has greater impact on the jump-dealing.(3)The effect of commodity form on the jump-dealing behavior.The form of commodity has a certain influence on the behavior of the consumer's jump.When buying high grade brand clothing,the possibility of jump-dealing is higher,and the appearance factor is lower than the texture factor.On the basis of the existing research,this article has made some innovations from the following two aspects:(1)Innovation of theoretical structure model.In view of the present stage clothing jump-dealing phenomenon about showrooming,from the relevant research on the jump-dealing problem at home and abroad,and study the influence factors and relationship about consumer psychology and consumer behavior.The relationship between the construction of the model and theory to analyze the influencing factors and jump-dealing behavior,and extract the main factors determining the consumer purchase decision shop online shopping jump-dealing phenomenon,the theory model between the construction of jump-dealing behavior about showrooming of external factors,consumer psychology and consumer behavior of the three study a further jump problem,from a new perspective on the jump-dealing problem.(2)Innovation of empirical test method.Through Pre investigation,verify the scientificalness and rationality of the model,get the data from a large scale of questionnaires,analyze and collate the data,and determine the data relationship between jump-dealing behavior,external factors,consumer psychology and consumption behavior.The structural equation model is used to test the relationship between consumer psychology and purchase behavior in the jump-dealing problem about showrooming.