服装测评信息特征对消费者购买意愿影响  

Influence of clothing evaluation information characteristics on consumers’purchase intention

作　　者：杨珩宇 朱奕[1,2] YANG Hengyu;ZHU Yi(a.College of Fashion and Design,Ministry of Education,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051

出　　处：《丝绸》2025年第3期89-97,共9页Journal of Silk

基　　金：中央高校基本科研业务费专项基金项目(2232020G-08)。

摘　　要：互联网高速发展背景下,服装测评信息对服装消费者行为决策产生较大影响。文章通过文献梳理与分析,基于详尽可能性模型,分别从用户处理信息的中心路径线索(内容专业性与内容丰富性)和边缘路径线索(内容吸引力与内容交互性)探究服装测评信息特征对消费者购买意愿的影响机制,并通过问卷调研对数据进行实证检验。结果发现:服装测评信息的专业性、丰富性、吸引力与交互性对购买意愿正向影响显著;感知信任在中心路径线索与购买意愿之间存在中介作用;情感态度在服装测评信息两个路径线索与购买意愿之间均存在中介作用;认知需求正向调节中心路径线索对感知信任的影响,负向调节边缘路径线索对情感态度的影响,但在中心路径线索对情感态度的调节作用不显著。研究结果有助于理解内容营销影响消费意愿形成的内在逻辑,为服装从业者制定适当的企业发展战略提供指导。Under the tide of rational consumerism,consumers are increasingly inclined to purchase clothing with higher cost-effectiveness.The rapid development of the internet enables consumers to understand clothes by searching a large amount of product-related information.Clothing evaluation information not only provides detailed descriptions and professional opinions about products but also serves as a new communication channel between consumers and brands through outfit sharing,personalized recommendations,and interactive elements such as Q&A and comments.However,the overabundance of reviews on social media,coupled with issues like exaggerated advertising and commercialized reviews,has led to widespread trust concerns.To address this,brands urgently need to explore the most effective formats for clothing evaluation.This study explores the influence of clothing evaluation information characteristics on consumers’purchase intention,so as to provide theoretical guidance for apparel companies in designing content marketing strategies.Through literature review and analysis,Elaboration Likelihood Model(ELM)can provide an effective research framework for information processing and explain how different informational cues influence consumers’attitudes and purchase intention.Based on this model,the study classifies user information processing path cues into central path cues(content professionalism and richness)and peripheral path cues(content attractiveness and interactivity),and introduces perceived trust and emotional attitude as mediating variables and cognitive demand as a moderating variable to explore the mechanisms through which clothing evaluation information characteristics influence purchase intention.The data obtained from questionnaire survey are empirically tested.Regression analysis is employed to test the direct effects of different clothing evaluation information characteristics on purchase intention,and Bootstrap method is used to examine the mediating roles of perceived trust and emotional attitude,as well

关 键 词：服装测评信息 购买意愿 消费者信任 情感态度 认知需求 详尽可能性模型 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]