[1]朱文赫,李 敏*,徐如婧.基于消费者互动的女装内容电商营销策略[J].服装学报,2019,4(06):547-556.
　ZHU Wenhe,LI Min*,XU Rujing.Content Marketing Strategy Analysis of Women’s E-Commerce Based on Consumers’ Interactive Behaviors[J].Journal of Clothing Research,2019,4(06):547-556.
点击复制

基于消费者互动的女装内容电商营销策略()
分享到：

《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第4卷
期数:
2019年06期
页码:
547-556
栏目:
服装品牌营销
出版日期:
2019-12-31

文章信息/Info

Title:
Content Marketing Strategy Analysis of Women’s E-Commerce Based on Consumers’ Interactive Behaviors
作者:
朱文赫1;  李 敏*1; 2; 3;  徐如婧1
1.东华大学 服装与艺术设计学院,上海 200051; 2.东华大学 现代服装设计与技术教育部重点实验室,上海 200051; 3.同济大学 上海国际设计创新研究院,上海 200080
Author(s):
ZHU Wenhe1;  LI Min*1; 2; 3;  XU Rujing1
1. College of Fashion and Design,Donghua University,Shanghai 200051,China; 2. Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China; 3. Shanghai International Institute of Design and Innovation,Tongji University, Shanghai 200080, China
分类号:
TS 941.1
文献标志码:
A
摘要:
为促进内容电商发展,并通过互动行为实现增强消费者黏性、品牌差异化发展、促进粉丝流量变现的目的,从消费者视角对意见领袖个人女装品牌的内容营销及互动活动展开研究,通过深度访谈提取相关要素,并结合理论构建研究模型,以问卷调研形式探析消费者对内容营销策略及互动模式的感知,由此对其能否影响消费者购买意愿进行分析。研究表明:女装内容电商消费者最关注的5个因素为款式设计、质量、价格、买家评价、销量; 内容营销中的信息型内容、娱乐型内容、情感型内容均对消费者购买意愿有显著正向影响; 产品涉入度对消费者购买决策的影响不显著。
Abstract:
In order to promote the content e-commerce to enhance consumer stickiness, realize diversity development of brands and promote the flow, this article discussed the content marketing and interactive activities of key opinion leaders’ personal brands from the perspective of consumers. The research was carried out by extracting the relevant elements through in-depth interviews, and constructing the research model with relevant theory. The questionnaire survey was used to analyze the consumer’s perception of the content marketing strategy and interaction mode, so that it can analyzed the consumer’s willingness to purchase. The research shows that the five factors most concerned by consumers of women’s content e-commerce are style design, quality, price, buyer evaluation and sales volume. Information content, entertainment content and emotion content in content marketing have significant positive influence on consumers’ purchase intention. The influence of product involvement on consumers’ purchasing decision is not significant.

参考文献/References:

[1] 许定洁.基于“内容电商”的传统电商平台创新生态体系构建研究[J].商业经济研究,2017(11):73-74.
XU Dingjie.Research on the construction of innovation ecosystem of traditional e-commerce platform based on "content e-commerce"[J]. Journal of Commercial Economics,2017(11):73-74.(in Chinese)
[2] 第一财经商业数据中心.2016中国电商红人大数据报告[EB/OL].(2016-05-23)[2018-12-10].https://www.cbndata.com/report/359/detail?isReading=report&page=1.
[3] PULIZZI J,BARRETT N.Get content get customers:turn prospects into buyers with content marketing[M]. New York:McGraw-Hill,2009.
[4] 周懿瑾,陈嘉卉.社会化媒体时代的内容营销:概念初探与研究展望[J].外国经济与管理,2013,35(6):61-72.
ZHOU Yijin,CHEN Jiahui.Content marketing in the social media age:definition analysis and research prospects[J]. Foreign Economies and Management,2013,35(6):61-72.(in Chinese)
[5] 贺爱忠,蔡玲,高杰.品牌自媒体内容营销对消费者品牌态度的影响研究[J].管理学报,2016,13(10):1534-1545.
HE Aizhong,CAI Ling,GAO Jie.The influence of brand owned media content marketing on consumer brand attitudes[J]. Chinese Journal of Management,2016,13(10):1534-1545.(in Chinese)
[6] LARASATI Y,HANANTO A.The role of value congruity and consumer brand identification toward development of brand commitment and positive word of mouth[J].Social Science Electronic Publishing, 2012,66(3):345-359.
[7] 孙天旭.内容营销对消费者购买意愿的影响研究[D].哈尔滨:哈尔滨工业大学,2016.
[8] 赵大力.内容营销成为中国公关行业发展的新动力[J].国际公关,2017(5):34.
ZHAO Dali. Content marketing has become a new driving force for the developmen of China’s public relations industry[J].PR Magazine,2017(5):34.(in Chinese)
[9] 范晓屏,马庆国.基于虚拟社区的网络互动对网络购买意向的影响研究[J].浙江大学学报(人文社会科学版),2009,39(5): 149-157.
FAN Xiaoping,MA Qingguo.A study on the impact of interactivity on online purchasing intent based on virtual community[J].Journal of Zhejiang University(Humanities and Social Sciences),2009,39(5):149-157.(in Chinese)
[10] BERGER J.Contagious:why things catch on[M]. New York:Simon and Schuster,2013.
[11] 刘好强.调节定向与沟通策略对游客购买意愿的影响——感知价值的中介作用[J].旅游学刊,2015,30(12):74-84.
LIU Haoqiang.The impact of regulatory focus and communication strategy on tourists’ purchase intention:the mediating effect of perceived value[J].Tourism Tribune,2015,30(12):74-84.(in Chinese)
[12] 俞林,孙明贵.消费者焦虑,怀旧消费与购买意愿研究综述[J].技术经济与管理研究,2016(3):34- 42.
YU Lin,SUN Minggui.Review of the researches on consumer anxiety,nostalgia consumption and purchase intention[J].Technoeconomics and Management Research,2016(3):34- 42.(in Chinese)
[13] ANDREU L,BIGNé E, CHUMPITAZ R,et al.How does the perceived retail environment influence consumers’ emotional experience evidence from two retail settings[J]. The International Review of Retail,Distribution and Consumer Research,2006,16(5):559-578.
[14] SCHIFFMAN L G,KANUK L L.Consumer behavior[M]. 7th ed.Upper Saddle River:Prentice Hall,2000:135-137.
[15] MATHEW V,THOMAS S.Direct and indirect effect of brand experience on true brand loyalty:role of involvement[J].Asia Pacific Journal of Marketing and Logistics,2018,30(3):725-748.
[16] 文军,蒋逸民.质性研究概论[M].北京:北京大学出版社,2010.
[17] ROSE R,PULIZZI J.Managing content marketing:the real-world guide for creating passionate subscribers to your brand[J].Sirirajmedj Com,2013,2(1):3-19.
[18] BARON R M,KENNY D A.The moderator—mediator variable distinction in social psychological research: conceptual,strategic,and statistical considerations[J]. Journal of Personality and Social Psychology,1986,51(6): 1173-1182.
[19] 卢谢峰,韩立敏.中介变量、调节变量与协变量——概念、统计检验及其比较[J].心理科学,2007,30(4): 934-936.
LU Xiefeng, HAN Limin.Mediator,moderator and covariate variables—concepts,statistical testing,and comparison[J].Psychological Science,2007,30(4):934-936.(in Chinese)
(责任编辑:沈天琦,邢宝妹)

更新日期/Last Update: 2019-12-30