服装色彩感知价值对品牌忠诚的影响

doi:10.13475/j.fzxb.20210400906

摘要/Abstract

摘要：

为分析服装色彩感知价值对品牌忠诚形成的影响机制,通过文献回顾和理论研究,构建了色彩感知价值、主动改善、品牌认同、品牌忠诚4个变量的理论模型,并提出相关假设;应用回归模型对收集的207份有效问卷进行实证分析。研究表明:服装色彩感知价值理论模型具有较好的可靠性与相关性,提出的3个假设均得到验证;消费者感知到的服装色彩价值越高,对服装品牌的认同度越高,其品牌忠诚也越高;服装品牌采取的主动改善行为可正向影响消费者品牌认同的形成;了解色彩流行趋势的消费者具备更高的色彩感知价值,更易形成品牌认同,转化为品牌忠诚。

关键词: 色彩感知价值, 服装色彩, 主动改善, 品牌忠诚, 品牌认同

Abstract:

In order to analyze the influence mechanism of clothing color perceived value on brand loyalty, through literature review and theoretical basic research, a four-variable theoretical model of color perceived value, proactive improvement, brand identity, and brand loyalty was constructed. Then, relevant hypotheses were put forward. The empirical analysis of the 207 collected valid questionnaires was carried out by regression model. The results of the research show that the theoretical model of clothing color perceived value has good reliability and relevance, and three hypotheses have been verified. The higher the value of consumers' clothing color perception, the higher the brand identity and brand loyalty formed. The proactive improvement actions taken by clothing brands can positively affect the formation of consumer brand identity. Consumers who understand the fashion color trend have higher color perceived value and are more likely to form brand identity, which translates into brand loyalty.

Key words: color perceived value, clothing color, proactive improvement, brand loyalty, brand identity

中图分类号:

F768.3

戴雨仟, 刘晓刚. 服装色彩感知价值对品牌忠诚的影响[J]. 纺织学报, 2022, 43(04): 147-152.

DAI Yuqian, LIU Xiaogang. Impact of clothing color perceived value on brand loyalty[J]. Journal of Textile Research, 2022, 43(04): 147-152.

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参考文献 17

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变量	编号	测量项目	文献
色彩感知价值	cv1	具有实用性	[9]
	cv2	具有持久性
	cv3	有可接受的质量标准
	cv4	搭配和谐的
	cv5	能给我积极的心理暗示
	cv6	增强外表或自我感觉
	cv7	能体现我的身份
	cv8	改善他人对我的看法
主动改善	pi1	不断根据流行色彩进行产品的设计	[10]
	pi2	当流行趋势变化后,品牌会紧跟潮流
	pi3	会主动向消费者提出改进建议
	pi4	显示了时尚度高的色彩创新
品牌认同	br1	我认同该品牌所代表的生活方式	[11]
	br2	该品牌的个性形象同我的个人口味相符
	br3	该品牌能使我获得社会认可
	br4	使用该品牌能使我获得他人尊重
	br5	使用该品牌能体现出我的社会地位
	br6	使用该品牌可让我更易获得他人认同
品牌忠诚	bl1	我愿意尝试购买该品牌推出的新产品	[12-13]
	bl2	条件允许的话,我可能持续购买该品牌
	bl3	需要时,我有(重复)购买该品牌的意向
	bl4	我乐于向他人推荐该品牌

变量	克隆巴赫α	KMO值
色彩感知价值	0.841	0.837
主动改善	0.812	0.785
品牌认同	0.876	0.848
品牌忠诚	0.820	0.799

变量		色彩感知价值		品牌认同		色彩感知价值* 主动改善		主动改善		常数项		R²	F
变量		回归系数	t值	回归系数	t值	回归系数	t值	回归系数	t值	常数	t值	R²	F
主效应	方程(1) 品牌忠诚	0.644^***	12.062							4.469	0.000	0.412	145.484
调节效应	方程(2) 品牌认同	0.627^***	9.898			0.026^***	0.749			-0.014	-0.246	0.361	59.145
	方程(3) 品牌认同	0.404^***	6.245			0.051^***	1.641	0.435^***	7.147	-0.029	-0.541	0.487	66.136
中介效应	方程(4) 品牌认同	0.604^***	10.862							-1.160	0.000	0.362	117.981
	方程(5) 品牌忠诚	0.508^***	7.778	0.225^***	3.446					7.082	0.000	0.442	82.538

变量		色彩感知价值		品牌认同		常数项		R²	F
变量		回归系数	T值	回归系数	T值	常数	T值	R²	F
主效应	方程(6) 品牌忠诚	0.572^***	7.612			-1.077	0.000	0.322	57.944
主效应	方程(7) 品牌忠诚	0.749^***	10.432			-4.718	0.000	0.556	108.834
中介效应	方程(8) 品牌认同	0.516^***	6.568			-8.484	0.000	0.260	43.132
	方程(9) 品牌认同	0.618^***	7.252			6.813	0.000	0.375	52.589
	方程(10) 品牌忠诚	0.496^***	5.694	0.149^***	1.706	-9.511	0.000	0.333	30.892
	方程(11) 品牌忠诚	0.551^***	6.484	0.320^***	3.768	-6.901	0.000	0.616	69.969