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Abstract With the rapid development of e-commerce, a special group of people have appeared, they are so-called fit lifters. It is common that they search information on offline channels and then purchase on online channels. This kind of consumer behavior refers to free-riding behavior.31294
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This kind of free-riding behavior poses great threat to retailers’ profits. Therefore, the paper focuses on the study of fit lifters’ free-riding behavior with the model of PPM. There are mainly five conclusions being drawn in this paper. First of all, compared with boy students in universities, girl students are more likely to adopt the way of trying clothes in a physical shop and then switching to online stores to purchase. Then, the students are more likely to adopt the way of free-riding when they have the medium living expenditure and spend several hours on the Internet. Moreover, fit lifters choose the way of free-riding when they buy some clothes with higher price in some famous brand shops. What’ more, fit lifters can enjoy the free service and the fun of shopping in a physical store and then purchase at online stores without the limitation of the operation hours. These advantages promote the free-riding behavior of fit lifters. At last, girl students are more likely to feel guilty than boy students when they choose the way of free-riding. Therefore, according to the five conclusions, this paper give some suggestions for retailers.
Key Words: Fit lifter Free-riding behavior Multichannel environment
摘要随着电子商务的快速发展，一个特殊的群体出现在我们的生活中，那便是我们所说的“试衣族”。他们经常在线下进行信息搜索再转到线上进行购买，因此这种行为被称作搭便车行为。然而，这种搭便车行为却对零售商的利益造成巨大的损害。
因此，本文运用PPM模型，对试衣族搭便车行为进行了研究和分析。通过对试衣族搭便车行为的影响因素的研究与分析，主要得出以下五个结论。首先，与男生相比，女生更愿意接受线下体验线上购买的搭便车行为。其次，拥有中等水平的生活费、每天上网超过两小时的学生更乐于选择搭便车行为。再次，搭便车行为更易发生在消费者选择在品牌店内购买价格较高的服饰的情况下。此外，由于实体店内提供的优质服务、其给予顾客购物的享受以及网店不受营业时间的限制，更多的试衣族倾向于选择搭便车行为。最后，在选择搭便车行为后女生比男生更容易产生愧疚感。由以上结论，本文对零售商提供了如下建议：第一，零售商可以举办一些活动来保留客户，例如在妇女节进行优惠大酬宾。第二，针对试衣族的特点，零售商可以在网上建立旗舰店，从而加大网络上的宣传。第三，为了留住实体店的客户，零售商可以实行会员制，进而提高顾客的忠诚度。第四，零售商也可通过提高自己的服务质量来提升顾客体验的感觉，从而留住顾客。最后，由于女生更易在搭便车行为后产生愧疚感，因此零售商可以提供更多的额外服务以及加强对营业员的服务培训来增强女生的愧疚感从而使她们选择在实体店进行购买。
毕业论文关键词：试衣族 搭便车行为 多渠道环境
Contents
Abstract i
摘要 iii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Purpose and Significance 2
1.3 Methodology 3
1.4 Innovations 3
Chapter Two Literature Review 4
2.1 The definition of fit lifter 4
2.2 The definition of free-riding behavior 4