[1]季晓芬,赵 旸,肖增瑞.服装品牌短视频内容营销对消费者购买意愿和传播意愿的影响[J].服装学报,2023,8(05):457-464.
　JI Xiaofen,ZHAO Yang,XIAO Zengrui.Influence of Short Video Content Marketing on Consumer’s Purchase and Communication Willingness of Apparel Brands[J].Journal of Clothing Research,2023,8(05):457-464.
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服装品牌短视频内容营销对消费者购买意愿和传播意愿的影响()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第8卷
期数:
2023年05期
页码:
457-464
栏目:
服装营销
出版日期:
2023-10-31

文章信息/Info

Title:
Influence of Short Video Content Marketing on Consumer’s Purchase and Communication Willingness of Apparel Brands
作者:
季晓芬1;  赵 旸2;  肖增瑞3
1. 中国丝绸博物馆,浙江 杭州 310002; 2. 浙江理工大学 服装学院,浙江 杭州 310018; 3.浙江理工大学 国际教育学院,浙江 杭州 310018
Author(s):
JI Xiaofen1;  ZHAO Yang2;  XIAO Zengrui3
1.China National Silk Museum,Hangzhou 310002,China; 2. School of Fashion Design and Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China; 3.School of International Education,Zhejiang Sci-Tech University,Hangzhou 310018,China
分类号:
F 724.6
文献标志码:
A
摘要:
为深入探究社交媒体平台用户购买服装的影响因素,提出理论假设,并开发服装品牌短视频内容营销测评量表,得出功能信息、娱乐信息、情感信息和社交信息4个评价维度。通过问卷法调查消费者对服装品牌短视频内容营销各维度的感知情况,及其对购买意愿与传播意愿的影响。结果表明,消费者对短视频内容营销各维度的感知差异正向影响其购买意愿与传播意愿,其中功能信息和社交信息对消费者购买意愿的影响最为显著; 娱乐信息对消费者传播意愿的影响最为显著。建议服装品牌根据自身在抖音平台的不同发展阶段,定位短视频发布类型,并提出“带货”类短视频和“引流吸粉”类短视频内容营销的策略和品牌传播建议。
Abstract:
To further explore the factors influencing the purchasing behavior of apparel by users of social media platforms, a theoretical hypothesis was proposed, and an evaluation scale for short video content marketing of apparel brands was developed, obtained four evaluation dimensions including functional information, entertainment information, emotional information and social information. A questionnaire was utilized to investigate consumers’ perceptions of various dimensions of short video content marketing for apparel brands and the influence on purchase and communication willingness. The results show that differences from consumers’ perceptions of various dimensions dimensions of short video content marketing positively affect their purchase and communication willingness. Among them, functional information and social information have the most significant impact on consumers’ purchase willingness, while entertainment information have the most significant impact on their communication willingness. It was recommended that apparel brands should based on their respective development stages on Tik Tok platform to locate the short video publishing types. This paper proposed strategies and brand communication suggestions for "product promotion" short videos and "traffic and audience engagement" short videos.

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(责任编辑:沈天琦)

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更新日期/Last Update: 2023-08-30