基于 S-O-R 框架的 "Z 世代 "消费者使用在线虚拟试戴购物服务意愿研究

IF 2.3 4区 社会学 Q1 SOCIAL SCIENCES, INTERDISCIPLINARY
Systems Pub Date : 2024-06-18 DOI:10.3390/systems12060217
Zhicheng Wang, Qianling Jiang
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引用次数: 0

摘要

虚拟试穿服务大大降低了退货率并提升了用户的购物体验,这就提出了一个关键问题:如何提高用户使用这些服务的意愿?此外,"Z 世代 "消费者以其独特的特质和巨大的消费潜力而闻名,但他们在这方面的研究却相对不足。针对这一理论空白,本研究采用了刺激-组织-反应(S-O-R)理论作为研究框架,并以在线虚拟试鞋服务作为案例研究。本研究以 "Z 世代 "消费者为研究对象,利用文献综述、用户研究、因素分析和线性回归建立了用户体验评价量表和行为模型。用户体验评价量表确定了便利性、价格价值、视觉信息获取、情感价值和社交互动等积极因素。负面要素包括技术限制、个性化服务缺陷和不确定性。在行为模型中,所有要素都会影响用户态度。值得注意的是,除了积极因素中的社交互动会对使用意愿产生积极影响外,只有消极因素会直接影响用户使用服务的意愿。本研究还揭示了 "Z 世代 "消费者对社交互动的新要求。这项研究有效地填补了现有理论空白,为相关服务和技术的发展提供了基础理论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Study on the Willingness of “Generation Z” Consumers to Use Online Virtual Try-On Shopping Services Based on the S-O-R Framework
Virtual try-on services, which significantly reduce return rates and enhance user shopping experiences, pose a crucial question: how can user willingness to use these services be increased? Additionally, “Generation Z” consumers, known for their unique traits and significant consumption potential, have been relatively understudied in this context. To address this theoretical gap, this study employs the Stimulus–Organism–Response (S-O-R) theory as its research framework, using online virtual shoe try-on services as a case study. Focusing on “Generation Z” consumers, this study utilizes literature review, user research, factor analysis, and linear regression to establish a user experience evaluation scale and behavior model. The user experience evaluation scale identifies positive elements such as convenience, price value, visual information acquisition, emotional value, and social interaction. The negative elements include technical limitations, personalized service deficiencies, and uncertainty. In the behavior model, all elements influence user attitudes. Notably, only the negative elements directly affect users’ willingness to use the service, except social interaction among the positive elements, which positively impacts usage intention. This study also reveals that “Generation Z” consumers have novel requirements for social interaction. This research effectively addresses existing theoretical gaps and provides a foundational theory for the development of related services and technologies.
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来源期刊
Systems
Systems Decision Sciences-Information Systems and Management
CiteScore
2.80
自引率
15.80%
发文量
204
审稿时长
11 weeks
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