微信平台上服装品牌形象对消费者购买与传播意愿的影响

doi:10.13475/j.fzxb.20190303206

摘要/Abstract

摘要：

为深入探究多媒体形态下消费者购买服装的影响因素,基于分众传播理论,研究了微信平台上服装品牌形象对消费者购买意愿的影响。首先提炼出微信平台服装品牌形象构成维度,包括产品形象、宣传形象、企业形象和网络平台形象;其次,通过问卷法调查消费者对各维度的感知情况及其对购买意愿与分享意愿的影响。数据分析结果表明,消费者对服装品牌形象各维度感知差异正向影响其购买意愿与分享传播意愿,其中:网络平台形象和企业形象对购买意愿影响最为显著;网络平台形象和产品形象对分享传播意愿影响最为显著。在此基础上,从重视差异化需求、巧用视觉设计、建立受众反馈机制等方面提出微信平台上服装品牌形象塑造和传播建议。

关键词: 服装营销, 微信平台, 服装品牌形象, 分众传播理论, 购买意愿, 分享传播意愿

Abstract:

In order to further explore the influencing factors of consumers' clothing purchase through multimedia,the influence of clothing brand image on consumers' purchase willingness on WeChat platform was studied based on focus communication theory. Product image, publicity image, corporate image and network platform image were put forward as WeChat platform clothing brand image dimensions. Questionnaire survey was conducted to investigate consumers' perception of each dimension and their willingness to purchase and share. The results show that consumers' value perception difference in each dimension is found to have a positive impact on their purchase intention and willingness to share and spread, and that the network platform image and corporate image have the most significant influence on the purchase intention, network platform image and product image have the most significant influence on the willingness to share and spread. Furthermore, brand image building and communication mechanism of WeChat platform under the application of focus media is analyzed and discussed in this paper. On this basis, suggestions are put forward on the clothing brand image building and communication in WeChat platform in terms of attaching importance to differentiated needs, using visual design and establishing audience feedback mechanism.

Key words: clothing marketing, WeChat platform, clothing brand image, focus communication theory, purchase willingness, willingness of share and communication

中图分类号:

F768.3

杜沁盈, 陈舒, 陈李红. 微信平台上服装品牌形象对消费者购买与传播意愿的影响[J]. 纺织学报, 2020, 41(04): 149-154.

DU Qinying, CHEN Shu, CHEN Lihong. Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform[J]. Journal of Textile Research, 2020, 41(04): 149-154.

图/表 5

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奢侈品品牌	运动品牌	快时尚品牌	时尚潮牌
GUCCI	FILA	ZARA	STAYREAL
LOUIS VUITTON	NIKE	SPAO	Boy London
PRADA	ADIDAS	UNIQLO	ONIARAI
CHANEL	安踏	UR	Stussy
BURBERRY	Under Armour	H&M	Pancoat

维度	指标	维度	指标
产品形象	质量^[8]	宣传形象	品牌简介^[12]
	价格^[8]		相关链接^[13]
	款式设计^[9]		品牌商标^[14]
	类别^[9]		品牌故事^[6]
			新品简介^[10]
企业形象	声誉^[10]	网络平台形象	互动设计^[14]
	规模^[11]		趣味性设计^[10]
	市场份额^[7]		排版设计^[11]
	创新能力^[7]		图片设计^[11]
	文化内涵^[10]		内容设计^[15]

测评问卷题项	克朗巴哈系数	组合信度	平均提炼方差	因子载荷	测评问卷题项	克朗巴哈系数	组合信度	平均提炼方差	因子载荷
该品牌微信公众号推送产品质量好	0.929	0.879	0.646	0.835	该品牌所属公司知名度高	0.953	0.888	0.614	0.762
该品牌微信公众号推送产品价格合理				0.833	该品牌所属公司具有一定规模				0.802
该品牌微信公众号推送产品款式设计很有特点				0.829	该品牌所属公司市场占有率高				0.781
该品牌微信公众号推送产品品类齐全				0.710	该品牌所属公司创新能力强				0.726
					该品牌所属公司具有独特的品牌文化内涵				0.842
该品牌微信公众号提供详细的品牌简介	0.961	0.891	0.623	0.853	该品牌微信公众号具有互动性	0.927	0.882	0.600	0.807
该品牌微信公众号提供产品相关链接				0.819	该品牌微信公众号设计具有趣味性				0.784
该品牌微信公众号采用了具有辨识度的品牌商标				0.859	该品牌微信公众号排版设计很吸引我				0.756
该品牌微信公众号提供使人印象深刻的品牌故事				0.658	该品牌微信公众号图片风格很吸引我				0.745
该品牌公众号提供详细的新品简介				0.738	该品牌微信公众号推送内容很吸引我				0.780

模型	回归系数	标准误差	显著性	R²(调整)
(常量)	1.00×10^-13	0.056	1.000	0.203
网络平台形象	0.454	0.056	0.000
(常量)	1.00×10^-13	0.051	1.000
网络平台形象	0.454	0.052	0.000	0.326
企业形象	0.355	0.052	0.000
(常量)	1.00×10^-13	0.048	1.000
网络平台形象	0.454	0.048	0.000	0.412
企业形象	0.355	0.048	0.000
产品形象	0.295	0.048	0.000
(常量)	1.00×10^-13	0.045	1.000
网络平台形象	0.454	0.046	0.000
企业形象	0.355	0.046	1.000	0.472
产品形象	0.295	0.046	0.000
宣传形象	0.248	0.046	0.000

模型	回归系数	标准误差	显著性	R²(调整 )
(常量)	1.00×10^-13	0.054	1.000	0.250
网络平台形象	0.503	0.054	0.000
(常量)	1.00×10^-13	0.050	1.000
网络平台形象	0.503	0.050	0.000	0.353
产品形象	0.324	0.050	0.000
(常量)	1.00×10^-13	0.049	1.000
网络平台形象	0.503	0.049	0.000	0.395
产品形象	0.324	0.049	0.000
企业形象	0.209	0.049	0.000
(常量)	1.00×10^-13	0.048	1.000
网络平台形象	0.503	0.048	0.000
产品形象	0.324	0.048	1.000	0.412
企业形象	0.209	0.048	0.000
宣传形象	0.138	0.048	0.000