服装品牌形象创新对消费者购买意愿的影响——基于品牌原型的中介效应  

Impact of fashion brand image innovation on consumers'purchasing intention:mediation effect based on brand prototype

作　　者：靳雅丽 陈李红[2] 蔡建忠 JIN Yali;CHEN Lihong;CAI Jianzhong(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China;Shanghai International Fashion Innovation Center,Donghua University,Shanghai 200051,China;Jiangsu Dongfang Shenghong Co.,Ltd.,Suzhou 215228,China)

机构地区：[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 [3]江苏东方盛虹股份有限公司,江苏苏州215228

出　　处：《现代纺织技术》2022年第3期224-232,共9页Advanced Textile Technology

基　　金：国家自然科学基金项目(71704102);上海工程技术大学研究生科研创新项目(20KY0909)。

摘　　要：为了深入探明服装品牌形象创新对消费者购买意愿的影响机理,应用类别化加工理论,以品牌原型和品牌情感为中介变量,建立了关系模型并采用问卷调研法对模型进行实证分析。结果表明:品牌原型主导着从服装品牌形象创新到消费者购买意愿形成的主要过程。其中,积累的整体水平知识(品牌原型)直接影响消费者购买意愿;积累的属性水平知识(品牌情感)间接影响消费者购买意愿。最后,根据研究结果为服装品牌进行形象创新活动提供了针对性的建议。For an in-depth investigation of the mechanism of the impact of fashion brand image innovation on consumers'purchase intention,a relationship model is established based on the categorized processing theory,with brand prototype and brand emotion as intermediary variables,and empirically analyzed using questionnaire survey method.The results show that:the brand prototype dominates the main process from fashion brand image innovation to the formation of consumers'purchasing intention.Among them,the accumulated overall-level knowledge(brand prototype)has a direct impact on consumers'purchasing intention,and the accumulated attribute-level knowledge(brand emotion)has an indirect influence on consumers'purchasing intention.Finally,according to the research results,targeted suggestions are proposed for fashion brands to carry out image innovation activities.

关 键 词：品牌形象创新 品牌原型 品牌情感 品牌知识 类别化加工 购买意愿 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]