Journal of Textile Research ›› 2020, Vol. 41 ›› Issue (04): 149-154.doi: 10.13475/j.fzxb.20190303206

• Apparel Engineering • Previous Articles     Next Articles

Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform

DU Qinying, CHEN Shu, CHEN Lihong()   

  1. School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
  • Received:2019-03-12 Revised:2020-01-18 Online:2020-04-15 Published:2020-04-27
  • Contact: CHEN Lihong E-mail:lhckxyy@163.com

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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

CLC Number: 

  • F768.3

Tab.1

Survey list of fashion brands"

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

Tab.2

WeChat platform fashion brand image components"

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]

Tab.3

Survey questionnaire reliability and validity of clothing brand image on WeChat platform"

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

Tab.4

Regression results of clothing brand image and purchase intention"

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

Tab.5

Regression results of clothing brand image and communication intention"

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
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