品牌名隐喻视角下消费者偏好对产品线延伸的影响  

The influence of consumer preferences on product line extension under brand name metaphor

作　　者：应思艺 杨以雄 王蕾[2] Ying Siyi;Yang Yixiong;Wang Lei(Fashion and Art Design Institute,Donghua University,Shanghai/China;College of Foreign Languages,Donghua University,Shanghai/China)

机构地区：[1]东华大学服装与艺术设计学院 [2]东华大学外语学院

出　　处：《国际纺织导报》2018年第5期60-64,共5页Melliand China

基　　金：上海市教委海派时尚设计及价值创造知识服务中心资助项目(13S1070241);东华大学非线性科学研究所专项资金资助项目(INS-1401)

摘　　要：基于对海派服装品牌的市场调研,以中文品牌名语素为试验素材,采用眼动仪结合配套问卷的形式,研究消费者偏好对海派女装品牌产品线延伸的影响。分别探讨了女装延伸至男装和女装延伸至童装两种情形。采用SPSS 19.0软件对问卷数据进行信度和效度分析及描述性统计分析,建立了回归方程并绘制拟合曲线。研究发现,随着被试者对品牌名语素偏好的提高,其对该语素进行产品线延伸的评价也相应提高。Based on the research of Shanghai-style clothing brand,the Chinese brand name morphemes were taken as the experimental materials,and the eye-tracker with questionnaires were used to study the influence of consumer preferences on Shanghai-style women＇s brand product line extension,The two situations of women＇s clothing extending to men＇s clothing and women＇s clothing extending to children＇s clothing were discussed in detail.According to the SPSS 19.0 software,reliability and validity of the questionnaire data were analyzed;descriptive statistical analysis was conducted;regression equations were established and fitting curves were drawn.It was found that with the ongoing improvement of subjects＇ preferences toward brand name morphemes,the evaluation of product line extension based on morpheme improved correspondingly.

关 键 词：品牌名 隐喻 产品线延伸 消费者偏好 海派服装 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济] F713.55