信息过载导致快时尚服装品牌消费反噬的分析  

Consumer Backlash Caused by Information Overload in Fast Fashion Brands

作　　者：罗娟 LUO Juan(College of Fine Arts,China West Normal University,Nanchong 637001,China)

机构地区：[1]西华师范大学美术学院,四川南充637001

出　　处：《西部皮革》2024年第13期18-22,共5页West Leather

基　　金：西华师范大学2021年西华师范大学青年教师科研资助项目“红军军服研究(1927-1937)”(22SB02);南充市社会科学联合会南充市社科研究“十四五”规划2023年度项目“红军军装形制研究(1927-1937)”(NC23B284)。

摘　　要：快时尚企业借助海量的产品和多样化的营销手段,为消费者创造了大量的信息,这在一定程度上导致了消费者的信息迷航,加剧其心理紧张,进而诱发了信息焦虑。为了深入探究这一现象,文章整理了相关文献,并采用类比的方式,将互联网中的信息过载特征与快时尚行业中的“信息过载”现象进行了比较分析。研究结果显示,消费者正逐渐从被动接受转变为主动选择,这种消费觉醒推动了消费升级,同时也给快时尚行业带来了强烈的消费反噬效应。由此得出“信息过载”是快时尚行业衰退的重要因素之一的结论。Fast fashion enterprises utilize a plethora of products and diverse marketing strategies to create abundant information for consumers.This,to a certain extent,leads consumers into information disorientation,exacerbating their psychological stress and thereby triggering information anxiety.To delve deeper into this phenomenon,we reviews relevant literature and employs analogies to compare the characteristics of information overload on the internet with the phenomenon of"information overload"in the fast fashion industry.The results indicate that consumers are gradually shifting from passive acceptance to active choice,which has spurred consumer upgrading while also generating a significant consumer backlash effect on the fast fashion industry.It is concluded that"information overload"is one of the critical factors contributing to the decline of the fast fashion industry.

关 键 词：快时尚 信息过载 信息迷航 消费反噬 

分 类 号：F426.86[经济管理—产业经济] TS941[轻工技术与工程—服装设计与工程]