国货运动服装品牌营销策略对购买意愿影响研究  

Research on the Influence of Domestic Sportswear Brand Marketing Strategy on Purchase Intention

作　　者：汪宏峰 田丙强[1,2] 曲洪建 WANG Hongfeng;TIAN Bingqiang;QU Hongjian(School of Textile and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China;Shanghai Fashion Creative Design and Digital Technology Professional Service Platform,Shanghai 201600,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620 [2]上海市服装创意设计与数字化技术专业服务平台,上海201600

出　　处：《浙江纺织服装职业技术学院学报》2024年第2期71-79,共9页Journal of Zhejiang Fashion Institute of Technology

摘　　要：基于“刺激-个体生理/心理-反应”模型,首先通过文献分析,划分出国货运动服装品牌营销设计策略、功能策略、促销策略、形象策略、体验策略等5个维度,作为影响购买意愿的刺激;然后引入社会认同(认知认同、评价认同、民族认同)作为中介变量,购买意愿作为因变量,构筑理论模型。通过发放电子问卷收集数据,采用spss与process线性回归的方法验证三者之间的关系。结果表明:功能策略、促销策略、形象策略、体验策略都正向影响消费者购买意愿,并且认知认同在功能策略、形象策略、体验策略与消费者购买意愿之间起着部分中介效应;评价认同在设计策略和购买意愿之间起着完全中介效应,评价认同在促销策略、功能策略和购买意愿之间起着部分中介效应。民族认同在设计策略和购买意愿之间起着完全中介效应,民族认同在功能策略、促销策略、形象策略、体验策略和购买意愿之间起着部分中介效应。Based on the“stimulus-individual physiological/psychological response”model,through literature analysis,five dimensions of domestic sportswear brand marketing design strategy,functional strategy,promotion strategy,image strategy and experience strategy are divided as stimuli that affect purchase intention.Then a theoretical model is built by introducing social identity(cognitive identity,evaluation identity,national identity)as the intermediary variable and purchase intention as the dependent variable.Data were collected by sending out electronic questionnaires,and spss and processlinear regression were used to verify the relationship between the three.The results show that functional strategy,promotion strategy,image strategy and experience strategy all have positive effects on consumers’purchase intention.The cognitive identity plays a partial mediating effect between functionalstrategy,image strategy and experience strategy and consumers’purchase intention.Evaluation identity plays a complete mediating effect between design strategy and purchase intention,while evaluation identity plays a partial mediating effect between promotion strategy,functional strategy and purchase intention.National identity plays a complete mediating effect between design strategy and purchase intention,and plays a partial mediating effect between functionalstrategy,promotion strategy,image strategy,experience strategy and purchase intention.

关 键 词：国货品牌 运动服装:社会认同 营销策略 购买意愿 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]