时尚社交媒体影响者可信度感知对消费者服装购买意愿的影响  

Effect of fashion social media influencers′ perceived credibility onapparel purchase intention

作　　者：朱晓瑜 田丙强[1] 曲洪建[1] ZHU Xiaoyu;TIAN Bingqiang;QU Hongjian(School of Textiles and Fashion,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》2025年第2期81-89,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：针对时尚社交媒体影响者营销中感知可信度下降和市场饱和度的现象,以源可信度结构理论为基础,结合由中介真实性理论和自决理论引入的影响者真实性理论,构建时尚社交媒体影响者可信度感知对消费者服装购买意愿影响的理论模型。基于392份有效问卷实证研究发现:时尚社交媒体影响者可信度感知正向影响年轻消费者的服装购买意愿,各维度影响程度从大到小依次为互动性>真实背书>透明性。时尚社交媒体影响者的产品涉入度、专业知识和独特性对年轻消费者服装购买意愿不产生影响。消费者信任在互动性、真实背书、透明性和购买意愿中起部分中介作用。Aiming at the phenomenon of declining marketing perceived credibility and market saturation of fashion social media influencers,based on the source credibility structure theory and the influencer authenticity theory introduced by the intermediary authenticity theory and self-determination theory,a theoretical model of the influence of fashion social media influencers′perceived credibility on consumers′clothing purchase intention was constructed.Based on 392 valid questionnaires,the empirical study found that the perceived trustworthiness of fashion social media influencers positively affects young consumers′clothing purchase intention,and the influence degree of each dimension is interactivity>authentic endorsement>transparency from the largest to the smallest.The product involvement,expertise and uniqueness of fashion social media influencers have no effect on young consumers′clothing purchase intentions.Consumer trust partially mediates interactivity,authentic endorsement,transparency,and willingness to buy.

关 键 词：时尚社交媒体影响者 可信度感知 源可信度理论 真实性理论 服装购买意愿 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]