An Empirical Study On The Influence Of Clothing Experience Store’s Settings Based On O2O Mode

During recent years,with the continuous development of Internet technology,there are continuous drawbacks shown from both simple e-commerce business model and traditional business model.The experience consumption was constantly being tried in many industries and received great success.In the background of this,the apparel industry follows the trend and makes Innovation.Some Chinese clothing companies were launched O2 O mode experience stores,wanting to open a new chapter of development.But there is lack of practical experience and theories about experience stores currently from this field,which will hinder the development and implementation of O2 O model.Therefore,the purpose of this study is to advice on building experience stores by investigating the main facts of the existing experience stores,establishing a user’s theoretical model,analyzing the effect of external variables(function settings,content settings and appearance designs)and mediators(consumers’ attitudes towards O2 O mode,hereinafter referred to as "consumers’ attitudes";consumers’ feelings in the experience store,hereinafter referred to as "consumers’ feelings")on the resulting variables(consumers’ behavior).The main contents included the following three aspects:1.Through the literature review and practical research,summarize the relationships between the three parts(function setting,content setting,appearance design)and the consumers’ attitudes,consumers’ feelings and consumers’ behavior,and put forward the theoretical model and research hypotheses of this study.2.Through the first round subjective questionnaire,the main elements of three modules that were selected by consumers,and then the selected elements are further scored to study the influence of these factors on the consumers’ willingness.3.According to the data of questionnaire 2,the data analysis is carried out by AMOS.20 software,and the structural equation is used to systematically study and verify the relationships between the elements of each module and consumers’ attitudes,consumers’ feelings and consumers’ behavior.Through test and correction,get the modest structural equation model,and verified the hypothesis of this study.The results show that:(1)The customer satisfaction model of ECSI is well suited to the current consumption environment;(2)Function setting,content setting and appearance design are used as external variables to effect on consumers’ attitudes and consumers’ feelings,and affect the consumers’ behavior through mediator variables.Research shows that clothing O2 O mode experience stores’ settings will have an impact on consumers’ behavior.In order to promote the purchase,re-experience and other activities of consumers.When construct experience stores,we should pay more attention to the following points: for function settings,we should pay attention to multimedia modules,interactive modules and leisure module settings;for content settings,Shelf/cabinet display,props’ selection and the ways of advertising;for appearance design,make careful selections of decoration styles,atmosphere design and the layout design.