[1]卢星宇,曲洪建.服装品牌体验对消费者购买意愿的影响[J].服装学报,2021,6(05):428-437.
　LU Xingyu,QU Hongjian.Influence of Clothing Brand Experience on Consumers’ Purchase Intention[J].Journal of Clothing Research,2021,6(05):428-437.
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服装品牌体验对消费者购买意愿的影响()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第6卷
期数:
2021年05期
页码:
428-437
栏目:
服装设计与营销
出版日期:
2021-10-30

文章信息/Info

Title:
Influence of Clothing Brand Experience on Consumers’ Purchase Intention
作者:
卢星宇;  曲洪建
上海工程技术大学 纺织服装学院,上海 201620
Author(s):
LU Xingyu;  QU Hongjian
School of Textiles and Fashing, Shanghai University of Engineering Science, Shanghai 201620, China
分类号:
F 731.55
文献标志码:
A
摘要:
通过文献梳理和分析,探索服装品牌体验对消费者购买意愿的影响,建立包含服装品牌体验、品牌信任、口碑传播、购买意愿的关系模型,并基于问卷调研数据,采用因子分析和回归分析相结合的方法进行实证分析。结果表明:服装品牌体验中感官、情感、思考和行动4项要素都正向影响消费者购买意愿; 品牌信任和口碑传播起到中介作用。根据此结果可以为服装品牌企业提出相关对策建议。
Abstract:
To explore the effects of clothing brand experience on consumer’s purchase intention, an relational model including clothing brand experience, brand trust, word-of-mouth communication and purchase intention was established, adopted literature review and analysis. Based on the questionnaire survey data, this paper made an empirical analysis by combining factor and regression analysis. The results showed that senses, emotions, thoughts and actions in clothing brand experience influenced consumers’ purchase intention positively. Brand trust and word-of-mouth communication played an intermediary role, thus putting forward relevant countermeasures and suggestions for clothing brand enterprises.

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更新日期/Last Update: 2021-10-30