基于用户行为改变的智能服装营销模式探究  

Exploration of Smart Clothing Marketing Model Based on User Behavior Change

作　　者：张宇婷 崔晓爽 潘力[1] ZHANG Yuting;CUI Xiaoshuang;PAN Li(School of Fashion,Dalian Polytechnic University,Dalian 116034 China)

机构地区：[1]大连工业大学服装学院,大连116034

出　　处：《服饰导刊》2022年第5期27-33,共7页Fashion Guide

摘　　要：[研究意义]利用智能服装创新营销模式提升用户信任度和依赖性,促使用户行为改变,提升智能服装的效用及价值,探索改变用户行为的智能服装营销新思路。[研究方法]以FBM行为模型为理论依据,结合心理学、行为科学等理论,采用文献研究法、问卷调查法、案例分析法及实践论证法。[研究结果与结论]研究认为:①当前智能服装营销存在用户感知与预期存在偏差、营销交互与盈利模式单一和服务与营销场景拓展不足等瓶颈问题;②构建基于用户行为改变的“CIS”智能服装创新营销模式,即内容吸引(Content)、产品交互(Interaction)与场景服务(Service),形成“内容-产品-服务”三位一体的营销闭环;③以儿童智能步态监测鞋为例进行营销方案策划,结合FBM行为模型中影响行为的动机、能力和提示三大要素,为改变用户行为的智能服装营销实践提供参考范式。With the rapid development of digitization,informatization and intelligence,smart clothing and wearable devic⁃es have shown increasing market prospects and application value in changing human behavior and become a hot topic in aca⁃demic research.The current research on marketing of smart clothing is still in its infancy,and there is little research on the mar⁃keting of smart clothing which can change user behavior.This paper aims to use the"CIS"smart clothing innovative marketing model to adapt to the new requirements for smart clothing marketing in the current mobile internet field,more accurately match user needs and goals,guide users to actively use and cooperate,and improve user participation and trust to facilitate changes in user behavior,thereby increasing the utility and value of smart clothing and to promote resource integration,information interac⁃tion and win-win in the field of smart clothing,provide theoretical and practical guidance for the collaborative optimization of the market of smart clothing that changes user behavior,and provide ideas and reference paradigms for subsequent the market of smart clothing that can change user behavior,and explore new ideas of smart clothing marketing that change user behavior.Therefore,from the perspective of user behavior change,this paper takes the FBM behavior model proposed by Professor BJ Fogg,the founder of behavioral design,as the theoretical basis,and combines theories of psychology and behavioral science through online consumer awareness research and analysis of the development status of the smart clothing market,to find out the bottleneck problems in the current market of smart clothing that can change user behavior.The survey shows that the current bot⁃tlenecks of smart clothing marketing such as deviation in user perception and expectation,the utility and value of existing prod⁃ucts have not been fully reflected,and the products of simply marketing activities cannot achieve the goal of assisting users to change their behavior.It has been

关 键 词：智能服装 营销模式 行为改变 FBM行为模型 交互特性 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]