环境刺激及消费者情绪对服装品牌态度的影响  

Influencing factors of fashion brands attitudes based on environmental stimulus and emotion

作　　者：邵丹[1,2] 赵纹硕 李敏[1,2] 陈彩霞[1] 杨以雄[1] SHAO Dan;ZHAO Wenshuo;LI Min;CHEN Caixia;YANG Yixiong(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing&Technology(Donghua University),Ministry of Education,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]现代服装设计与技术教育部重点实验室(东华大学),上海200051

出　　处：《毛纺科技》2019年第12期32-40,共9页Wool Textile Journal

基　　金：上海高校知识服务平台资助项目(13S107024);同济大学上海国际设计创新研究院资助项目(DC17007)

摘　　要：以实体店服装购买为背景,基于环境心理学(SOR)模型,研究消费者情绪及商店环境刺激对品牌态度的影响作用。通过情绪与态度相关理论梳理,以情绪的愉悦-唤醒模型为理论基础,探析店铺环境刺激对消费者情绪的影响,选取L品牌为案例,通过问卷设计和调查,收集案例品牌消费者对环境刺激、购物情绪及品牌态度的评价,构建环境刺激-情绪-品牌态度作用模型。通过分析计算,得到环境刺激中,美学刺激对品牌态度的影响作用显著,其次是店员服务,最后是服装的性价比;情绪愉悦度对品牌态度的影响远大于唤醒度;店员服务显著影响愉悦度,美学刺激显著影响唤醒度的结论。为品牌态度强化及改善相关研究与实践提供一定的参考和借鉴。Based on the background of brick and mortar store shopping and environmental psychology model SOR,this paper studied the impact of store environment and emotion stimulus on consumer attitudes toward fashion brands,which can be a reference on brand attitudes research and practice.According to Pleasure-Arousal Model and references of emotion and attitudes,a stimulus-emotion-brand attitudes model was established by collecting L brand target consumer′s evaluation toward stimulus,shopping experience and brand attitudes through a questionnaire.The results of questionnaire analysis found that the greatest impact on brand attitude was aesthetic,followed by service,and finally price-value;pleasure had a greater effect on brand attitude than arousal;service had the most important effect on pleasure,while aesthetic was the most powerful factor to influence arousal.

关 键 词：服装 店铺环境刺激 情绪 品牌态度 

分 类 号：TS941.8[轻工技术与工程—服装设计与工程]