[1]张媛丽,陈李红*,何 琳.服装品牌IP内容力评价体系及实证检验[J].服装学报,2022,7(04):369-376.
　ZHANG Yuanli,CHEN Lihong*,HE Lin.Evaluation System and Empirical Test of the IP Content Power of Clothing Brand[J].Journal of Clothing Research,2022,7(04):369-376.
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服装品牌IP内容力评价体系及实证检验()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第7卷
期数:
2022年04期
页码:
369-376
栏目:
服装设计与营销
出版日期:
2022-08-30

文章信息/Info

Title:
Evaluation System and Empirical Test of the IP Content Power of Clothing Brand
作者:
张媛丽1;  陈李红*2;  何 琳1
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
Author(s):
ZHANG Yuanli1;  CHEN Lihong*2;  HE Lin1
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
分类号:
F 713.55
文献标志码:
A
摘要:
为探索服装品牌IP内容力的评价体系,通过案例分析和内容分析法提炼出服装品牌IP内容力的5个维度,包括原创性、符号性、转化性、分享性、连接性; 开发量表并进行验证性因子分析,构建服装品牌IP内容力测量模型; 考察量表对消费者购买意愿的预测能力,对5个维度与消费者购买意愿的关系提出假设。结果表明:服装品牌IP内容力的原创性、符号性、转化性、分享性、连接性均会正向影响消费者的购买意愿,其中分享性和符号性影响最为显著。研究结果可应用于服装品牌IP内容力的评价,并为服装品牌IP的塑造和运营提供理论参考。
Abstract:
To explore the evaluation system of clothing brand IP content power, five dimensions of clothing brand IP content power were extracted through case and content analysis, including originality, symbolization, transformation, sharing and connectivity. The scale was developed and the confirmatory factors were analyzed. The measurement model of clothing brand IP content power was developed. This paper examined the predictive ability of the scale to consumers’ purchase intention, and put forward hypotheses on the relationship between five dimensions and consumers’ purchase intention. The results show that the originality, symbolization, transformation, sharing and connectivity of clothing brand IP content power can positively affect consumers’ purchase intention. Among them, sharing and symbolization have the most significant influence.The results can be applied to the evaluation of the content power of clothing brand IP, and provide theoretical reference for the building and operation of clothing brand IP.

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(责任编辑:沈天琦)

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更新日期/Last Update: 2022-08-30