服装品牌微信生态私域流量营销对顾客忠诚度的影响  

Impact of WeChat ecological private domain marketing on customer loyalty for apparel brands

作　　者：田丙强[1] 朱晓瑜 曲洪建[1] TIAN Bingqiang;ZHU Xiaoyu;QU Hongjian(College of Textiles and Clothing,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：《毛纺科技》2024年第5期57-65,共9页Wool Textile Journal

基　　金：上海服装创意设计与数字化技术公共服务平台项目(13DZ2294300)。

摘　　要：服装品牌在微信生态这一私域流量最大载体中的布局已初有成效,但相关的实证研究相对较少。为探究服装品牌如何在微信生态私域流量中进一步提升顾客忠诚度,通过理论分析和研究假设,构建了微信私域流量营销要素对顾客忠诚度影响的理论模型。利用SPSS软件对592份有效问卷数据进行信效度检验与回归分析。结果表明:平台内容、顾客互动参与、个性化服务和专属权益对顾客忠诚度有正向影响;满意度和信任度对顾客互动参与起到完全中介作用,对平台内容、个性化服务、专属权益起到部分中介作用,研究结果可为服装品牌在微信生态布局进行的私域流量营销提供建议。The layout of clothing brands in the WeChat ecosystem,the largest carrier of private traffic,has begun to bear fruit,but there are relatively few relevant empirical studies.In order to explore how clothing brands can further enhance customer loyalty in WeChat private domain ecology,a theoretical model of the influence of WeChat private domain traffic marketing elements on customer loyalty was constructed through theoretical analysis and research hypothesis.SPSS software was used to test the validity and regression analysis of 592 valid questionnaire data.The results show that platform content,customer interaction and participation,personalized service and exclusive rights have positive effects on customer loyalty.Satisfaction degree and trust degree play a complete intermediary role in customer interaction and participation,and play a partial intermediary role in platform content,personalized service and exclusive rights and interests.The research results can provide suggestions for clothing brands to carry out private traffic marketing in the ecological layout of WeChat.

关 键 词：服装品牌 微信生态 私域流量 顾客忠诚 顾客信任 顾客满意 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]