时尚取向对服装消费者购买意愿的影响  

Influence of Fashion Orientation on the Purchase Intention of Clothing Consumers

作　　者：卢星宇 曲洪建[1] LU Xingyu;QU Hongjian(College of Textiles and Clothing,Shanghai University of Engineering Science,Shanghai 201600,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201600

出　　处：《服装学报》2020年第6期547-556,共10页Journal of Clothing Research

基　　金：上海市政府决策咨询重点项目(2018-A-035);上海工程技术大学研究生科技创新项目(0239-20KY0910)。

摘　　要：通过文献梳理和分析,以服装消费者为研究对象,探索时尚取向、信用卡使用、品牌依恋、购买意愿之间的关系,设立时尚取向的4个维度对服装消费者购买意愿的假设关系模型;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,对其进行验证。研究发现:时尚取向中动机、兴趣、态度、领袖正向影响购买意愿;品牌依恋、信用卡使用起到中介作用。由此从服装消费者时尚取向角度提出助力服装行业营销和提高社会时尚氛围的策略。Through literature review and analysis,a hypothetical relationship model between four dimensions of fashion orientation and purchase intention was established,with credit card use and brand attachment as mediators.Based on the questionnaire survey data,factor analysis and regression analysis were used to verify the relationship and influence among several people.The research found that:motivation,interest,attitude and leader in fashion orientation positively influenced buying intention.Brand attachment,credit card use was taken as an intermediary.Therefore,combining with the current development trend,this paper provided corresponding countermeasures and suggestions for improving the fashion atmosphere and promoting the marketing of the clothing industry in China,from the perspective of fashion orientation of clothing consumers.

关 键 词：时尚取向 信用卡使用 品牌依恋 购买意愿 

分 类 号：F413.55[经济管理—产业经济] F407.86