服装品牌体验对消费者购买意愿的影响  

Influence of Clothing Brand Experience on Consumers’ Purchase Intention

作　　者：卢星宇 曲洪建[1] LU Xingyu;QU Hongjian(School of Textiles and Fashing,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620

出　　处：《服装学报》2021年第5期428-437,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)。

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。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.

关 键 词：服装品牌体验 品牌能力信任 品牌善意信任 口碑传播 购买意愿 

分 类 号：F731.55[经济管理—产业经济]