Journal of Textile Research ›› 2020, Vol. 41 ›› Issue (08): 108-114.doi: 10.13475/j.fzxb.20191003407

• Apparel Engineering • Previous Articles     Next Articles

Impact of fast fashion brand image on purchasing intention

AN Na1, ZHANG Jianlei1,2, CHENG Longdi2()   

  1. 1. College of Business, Jiaxing University, Jiaxing 314001, China
    2. College of Textiles, Donghua University, Shanghai 201620, China
  • Received:2019-10-16 Revised:2020-05-10 Online:2020-08-15 Published:2020-08-21
  • Contact: CHENG Longdi E-mail:ldch@dhu.edu.cn

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Abstract:

To better understand how fast fashion brand image influences consumer's purchasing intention, a structure model including brand image, brand identification, fashion consciousness and purchasing intention was built. Through the questionnaire survey from 430 consumers,this paper used structural model and Bootstrap analysis to test the research hypothesis. The result finds out that product image, consumer image and corporate image have a significant impact on customer's purchasing intention, and the brand identification plays an intermediary role between them. In addition,fashion consciousness plays a significant moderating role in the impact of product image and corporate image on brand identification and purchasing intention, but the moderating effect among the relationship of customer image, brand identification and purchasing intention is not significant.The results may become the theoretical basis and reference for fast fashion enterprise strengthening consumer's brand purchasing intention.

Key words: fast fashion, brand image, brand identification, fashion consciousness, purchasing intention

CLC Number: 

  • TS941

Fig.1

Structure model of this paper"

Tab.1

Descriptive statistics of samples"

指标 特征 频次 占比/%
性别 男 209 48.6
女 221 51.4
20岁以下 51 11.8
20~29岁 223 51.9
年龄 30~39岁 129 30.0
40~49岁 18 4.2
50岁及以上 9 2.1
3 000元及以下 62 14.4
3 000~6 999元 172 40.0
平均月收入 7 000~9 999元 102 23.7
10 000~14 999元 73 17.0
15 000元及以上 21 4.9
高中及以下 45 10.5
学历 大专 23 5.3
本科 314 73.0
硕士及以上 48 11.2
Zara 75 17.4
UR 10 2.3
最熟悉的
快时尚品牌		 MJstyle 19 4.4
优衣库 160 37.2
H&M 41 9.5
其他品牌 125 29.1

Tab.2

Result of reliability analysis"

变量名称 测试题项 克朗巴哈系数
产品形象 4 0.921
消费者形象 4 0.890
企业形象 4 0.905
时尚意识 4 0.917
品牌认同 3 0.879
购买意愿 4 0.926

Tab.3

Results of confirmatory factor analysis"

模型 要素 CMIN CMIN/DF RMSEA CFI GFI
1 六要素模型: 产品形象、消费者形象、企业形象、时尚意识、品牌认同、购买意愿 460.134 2.140 0.052 0.972 0.914
2 五要素模型:品牌认同和购买意愿合并 652.935 2.968 0.068 0.950 0.874
3 四要素模型:产品形象、消费者形象和企业形象合并 931.851 4.160 0.086 0.919 0.808
4 三要素模型:产品形象、消费者形象和企业形象合并,品牌认同和购买意愿为合并 1 124.699 4.955 0.096 0.897 0.777
5 二要素模型:产品形象、消费者形象、企业形象和时尚意识合并,品牌认同和购买意愿合并 2 342.438 10.229 0.147 0.758 0.602
6 单要素模型 2 551.728 11.094 0.153 0.734 0.535

Tab.4

Results of descriptive statistics and correlation coefficients of variable"

序号 变量名称 均值 标准差 1 2 3 4 5 6
1 产品形象 3.449 0.757 —
2 企业形象 3.431 0.757 0.688** —
3 消费者形象 3.513 0.737 0.784** 0.769** —
4 时尚意识 3.187 0.922 0.372** 0.383** 0.340** —
5 品牌认同 3.209 0.789 0.657** 0.663** 0.678** 0.551** —
6 购买意愿 3.610 0.799 0.717** 0.715** 0.741** 0.690** 0.738** —

Tab.5

Fit index of structure model"

模型 CMIN CMIN/DF RMSEA CFI GFI
直接效应模型1 220.587 2.251 0.054 0.980 0.937
中介作用模型2 312.280 2.199 0.053 0.976 0.928

Fig.2

Model and its influence path"

Tab.6

Results of mediating effects analysis"

中介路径 效应值 95%置信区间
下限 上限
产品形象→品牌认同→购买意愿 0.127 0.059 0.236
消费者形象→品牌认同→购买意愿 0.125 0.018 0.224
企业形象→品牌认同→购买意愿 0.116 0.031 0.239

Tab.7

Results of moderating effects analysis"

路径关系 时尚意识 Δx2
(卡方差异)		 结论
高 低
产品形象→购买意愿(H5a) 0.936** 0.696** Δx2=6.716,p=0.010(<0.05) 支持
消费者形象→购买意愿(H5b) 1.018** 0.883** Δx2=1.513,p=0.219(>0.05) 不支持
企业形象→购买意愿(H5c) 0.972** 0.715** Δx2=7.720,p=0.005(<0.05) 支持
产品形象→品牌认同(H6a) 0.940** 0.579** Δx2=11.842,p=0.001(<0.05) 支持
消费者形象→品牌认同(H6b) 0.949** 0.746** Δx2=2.998,p=0.083(>0.05) 不支持
企业形象→品牌认同(H6c) 0.947** 0.594** Δx2=11.391,p=0.001(<0.05) 支持
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