通过QR启用展厅来增强可持续时尚:菲律宾消费者行为视角
Patricia Ynaya T Asignacion1, Francesco Martin F Bernas1, Kylev Allan A Rit1
1E.T. Yuchengo School of Business, Mapúa University, 1191 Pablo Ocampo Sr. Ext., Makati, Metro Manila, 1204, Philippines.
Acta psychologica
|February 19, 2026
概括
菲律宾消费者越来越多地采用展厅,在商店浏览和在线购买. 感知到的实用性推动了这一点,QR码促进了过渡,支持可持续的时尚零售.
科学领域:
- 零售管理 零售管理
- 消费者行为 消费者行为
- 数字营销 数字营销 数字营销
背景情况:
- 像移动应用程序和QR码这样的数字工具正在改变全球零售业,实现混合购物行为,如展厅.
- 展示室,定义为在商店浏览后在线购买,是国际公认的,但在菲律宾尚未探索.
- 菲律宾时装行业正在出现以消费者为导向的展示室实践,为零售商创造了战略差距.
研究的目的:
- 在可持续购买的背景下,检查菲律宾消费者对展示室的看法和采用.
- 分析技术接受,计划行为,营销组合和宏观环境因素对展示室采用的影响.
- 为菲律宾时装零售商提供有关整合可持续零售业务数字战略的见解.
主要方法:
- 利用部分最小平方结构方程建模 (PLS-SEM) 来分析来自437名菲律宾受访者的数据.
- 综合理论框架,包括技术接受模型 (TAM) 和计划行为理论 (TPB).
- 将4P营销组合和宏观环境因素纳入分析模型.
主要成果:
- 感知到的有用性是对展示室态度的最强有力的预测因素.
- QR 代码显著弥合了意图-行为差距,使得离线到在线的无过渡成为可能.
- 态度,主观规范,感知行为控制和营销组合因素影响了可持续的购买意图;经济因素不那么具有决定性.
结论:
- 菲律宾的展示室采用受到感知有用性的影响,并受到QR码等数字工具的促进.
- 该研究将新兴市场的展厅置于背景,为时装零售商提供实用见解.
- 调查结果表明,展厅可以促进菲律宾的成本效益,技术驱动和可持续的零售模式.
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