面向移动端虚拟试衣系统的购买行为研究

虚拟试衣系统的出现为消费者提供了全新的购物体验.为研究移动端虚拟试衣系统与购买行为之间的关系，检验感官体验、服务质量感知、技术感知与购买行为之间的关系，以态度忠诚度为中介变量构建理论模型.通过使用因子分析、相关分析、回归分析以及Process中介检验法进行数据统计分析，并检验假设.结果表明：感官体验、服务质量感知、技术感知对购买行为有显著的正向影响；态度忠诚度在感官体验、服务质量感知和技术感知影响购买行为的关系中，均起中介作用.研究结果可为移动端虚拟试衣系统的感官体验、服务质量以及技术创新提供理论参考与实践依据.

Study on purchase behavior of mobile virtual fitting system

The emergence of virtual fitting system provides consumers with a new shopping experience. To study the relationship between mobile virtual fitting system and purchase behavior, the relationship between sensory experience, perceived service quality, perceived technology and purchase behavior were tested, and a theoretical model with attitude loyalty as mediate variable was constructed. Factor analysis, correlation analysis, regression analysis and process intermediary test were adopted to analyze statistically, and hypothesis were also tested. The results show that sensory experience, perceived service quality and perceived technology have significantly positive effects on purchase behavior. Attitude loyalty plays a mediating role in the relationship between sensory experience, perceived service quality and perceived technology affecting purchase behavior. The research results can provide theoretical reference and practical basis for sensory experience, service quality and technological innovation on mobile virtual fitting system.