服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应

doi:10.19398/j.att.202106072

现代纺织技术 ›› 2022, Vol. 30 ›› Issue (3): 224-232.DOI: 10.19398/j.att.202106072

• 服装工程 • 上一篇

服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应

靳雅丽¹, 陈李红², 蔡建忠³

1.上海工程技术大学纺织服装学院,上海 201620;
2.东华大学上海国际时尚科创中心,上海 200051;
3.江苏东方盛虹股份有限公司,江苏苏州 215228

收稿日期:2021-06-29 修回日期:2021-08-26 出版日期:2022-05-10 网络出版日期:2022-05-26
通讯作者:陈李红,E-mail:Lhckxyy@163.com
作者简介:靳雅丽(1997-),女,安徽合肥人,硕士研究生,主要从事服装营销、品牌传播方面的研究。
基金资助:
国家自然科学基金项目(71704102);上海工程技术大学研究生科研创新项目(20KY0909)

Impact of fashion brand image innovation on consumers' purchasing intention: mediation effect based on brand prototype

JIN Yali¹, CHEN Lihong², CAI Jianzhong³

1. School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China;
2. Shanghai International Fashion Innovation Center, Donghua University, Shanghai 200051, China;
3. Jiangsu Dongfang Shenghong Co., Ltd., Suzhou 215228, China

Received:2021-06-29 Revised:2021-08-26 Published:2022-05-10 Online:2022-05-26

摘要/Abstract

摘要： 为了深入探明服装品牌形象创新对消费者购买意愿的影响机理,应用类别化加工理论,以品牌原型和品牌情感为中介变量,建立了关系模型并采用问卷调研法对模型进行实证分析。结果表明:品牌原型主导着从服装品牌形象创新到消费者购买意愿形成的主要过程。其中,积累的整体水平知识(品牌原型)直接影响消费者购买意愿;积累的属性水平知识(品牌情感)间接影响消费者购买意愿。最后,根据研究结果为服装品牌进行形象创新活动提供了针对性的建议。

关键词: 品牌形象创新, 品牌原型, 品牌情感, 品牌知识, 类别化加工, 购买意愿

Abstract: For an in-depth investigation of the mechanism of the impact of fashion brand image innovation on consumers' purchase intention, a relationship model is established based on the categorized processing theory, with brand prototype and brand emotion as intermediary variables, and empirically analyzed using questionnaire survey method. The results show that: the brand prototype dominates the main process from fashion brand image innovation to the formation of consumers' purchasing intention. Among them, the accumulated overall-level knowledge(brand prototype) has a direct impact on consumers' purchasing intention, and the accumulated attribute-level knowledge(brand emotion) has an indirect influence on consumers' purchasing intention. Finally, according to the research results, targeted suggestions are proposed for fashion brands to carry out image innovation activities.

Key words: brand image innovation, brand prototype, brand emotion, brand knowledge, categorized processing, purchase intention

中图分类号:

TS941.12

靳雅丽, 陈李红, 蔡建忠. 服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应[J]. 现代纺织技术, 2022, 30(3): 224-232.

JIN Yali, CHEN Lihong, CAI Jianzhong. Impact of fashion brand image innovation on consumers' purchasing intention: mediation effect based on brand prototype[J]. Advanced Textile Technology, 2022, 30(3): 224-232.

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服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应

Impact of fashion brand image innovation on consumers' purchasing intention: mediation effect based on brand prototype

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