[1]贾海楠,陈李红*.微信平台上服装品牌信息对消费者接受意愿的影响[J].服装学报,2022,7(02):173-182.
 JIA Hainan,CHEN Lihong*.Influence of Clothing Brand Information of WeChat Platform on Consumers’ Acceptance Intention[J].Journal of Clothing Research,2022,7(02):173-182.
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微信平台上服装品牌信息对消费者接受意愿的影响()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第7卷
期数:
2022年02期
页码:
173-182
栏目:
服装设计与营销
出版日期:
2022-04-30

文章信息/Info

Title:
Influence of Clothing Brand Information of WeChat Platform on Consumers’ Acceptance Intention
作者:
贾海楠;  陈李红*
上海工程技术大学 纺织服装学院,上海 201620)
Author(s):
JIA Hainan;  CHEN Lihong*
School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China
分类号:
F 768.3
文献标志码:
A
摘要:
为探讨服装品牌信息在微信平台上的传递效果,通过案例分析与扎根理论提炼出服装品牌信息在微信平台上的构成维度,包括标志信息、宣传信息、广告投放信息、店铺展示信息与界面信息; 构建微信平台上服装品牌信息对消费者接受意愿影响的理论模型,并通过问卷调查对模型进行实证检验。结果表明:微信平台上的服装品牌信息对消费者信息搜寻满意度、接受意愿均有显著正向影响,且界面信息对其影响最为显著; 消费者信息搜寻满意度在服装品牌信息与购买意愿、分享意愿之间起部分中介作用,基于此,为服装品牌在微信平台进行信息投放与营销提出针对性建议。
Abstract:
In order to explore the transmission effect of clothing brand information on WeChat platform, this paper extracted the dimensions of clothing brand information on WeChat platform through case analysis and grounded theory, including visual information, publicity information, advertising information, store display information and interface information.This paper constructed a theoretical model of the influence of WeChat platform’s clothing brand information on consumers’ accep-tance intention, and empirically tested the model through questionnaire survey. The results show that WeChat platform’s clothing brand information has significant positive impacts on consumer information search satisfaction and willingness to accept, and the interface information has the most significant impact. Consumer information search satisfaction plays a partial intermediary role between clothing brand information and purchase intention and sharing intention. Based on this, this paper put forward specific suggestions for clothing brands to carry out information delivery and marketing on wechat platform.

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更新日期/Last Update: 2022-04-30