健身意见领袖特质对女性消费者运动服装购买意愿影响  

Impact of Fitness Opinion Leader Traits on Female Consumers'Purchase Intention of Sportswear

作　　者：任本慧 Rosita Binti Mohd Tajuddin Shaliza Binti Mohd Shariff 叶业 宁宾瑶 REN Benhui;Rosita Binti Mohd Tajuddin;Shaliza Binti Mohd Shariff;YE Ye;NING binyao(College of Creative Arts,University Technology MARA,Shah Alam,Kuala Lumpur 43100,Malaysia;Faculty of Arts and Media,Wanbo Institute of Science&Technology,Hefei,Anhui 230031,China;Azman Hashim International Business School,Universiti Teknologi Malaysia,Kuala Lumpur 54100,Malaysia;Faculty of Business,Shaoguan University,Shaoguan,Guangdong 512005,China)

机构地区：[1]马来西亚玛拉工艺大学创意艺术学院,吉隆坡43100 [2]万博科技职业学院艺术传媒学院,安徽合肥230031 [3]马来西亚理工大学商学院,吉隆坡54100 [4]韶关学院商学院,广东韶关512005

出　　处：《北京服装学院学报(自然科学版)》2025年第1期54-63,共10页Journal of Beijing Institute of Fashion Technology:Natural Science Edition

基　　金：2022年度安徽省高等学校科学研究(哲学社会科学)重点项目《社交网络意见领袖特质对受众行为意图的影响机理研究》(项目编号:2022AH053130);广东省哲学社会科学规划2022年度青年项目《数字营销视角下“粤字号”农产品区域品牌价值共创实现机制研究》。

摘　　要：本研究以媒介化为背景,融合涵化理论与SOR模型,探究健身意见领袖特质如何以客户契合为中介变量、健康意识为调节变量,影响女性对运动服装的购买意愿。结果表明:健身意见领袖特质(专业性、吸引力、互动性)正向影响客户契合;客户契合显著正向影响且起中介作用;健康意识在专业性与互动性对顾客契合影响中正向调节,但对吸引力影响不显著。本研究为运动服装品牌提供了新的理论视角,强调重视意见领袖特质与提升客户契合的重要性,并建议强化健康意识以促进消费者的购买意愿,为运动服装品牌提供策略指引。The study explores the impact of fitness opinion leader traits onfemale purchase intention of sportswear in the context of mediatization,integrating cultivation theory and the SOR model,with customer engagement as the mediator and health awareness as the moderating variable.The results showed that fitness opinion leader attributes(professionalism,attractiveness,and interactivity)positively affected customer engagement,customer engagement was significantly positive and mediated,and health awareness positively moderated the impact of professionalism and interactivity on customer engagement,but had a non-significant impact on attractiveness.The study provides new theoretical perspectives,emphasizing the importance of opinion leader attributes and customer engagement,and strengthening health awareness to promote purchase intention,which provide strategic guidelines for sportswear brands.

关 键 词：涵化理论 健身意见领袖 购买意愿 健康意识 顾客契合 

分 类 号：TS941.734[轻工技术与工程—服装设计与工程]