服装品牌IP形象对消费者购买行为的影响  

Impact of clothing brand IP image on consumer purchasing behavior

作　　者：俞荟 陈李红[2] 王艺霈 YU Hui;CHEN Lihong;WANG Yipei(Shanghai Threegun(Group)Co.,Ltd.,Shanghai 201315,China;Shanghai International Fashion Innovation Center,SIFIC,Shanghai 200051,China)

机构地区：[1]上海三枪(集团)有限公司,上海201315 [2]东华大学上海国际时尚科创中心,上海200051

出　　处：《上海纺织科技》2025年第3期1-4,28,共5页Shanghai Textile Science & Technology

基　　金：上海市哲学社会科学规划一般课题(2022BCK002);中央高校基本科研业务费专项基金(2232023G-08)。

摘　　要：通过整理分析相关文献,提取出服装品牌IP形象的四要素:人格化形象、内容化形象、场景化形象和延伸化形象,构建了服装品牌IP形象与消费者购买行为之间的理论模型并实证检验。通过市场调查、问卷调查和实证检验,得出服装品牌IP形象四要素能够影响消费者的购买行为,并有针对性地给出相关建议。By organizing and analyzing relevant literature, four elements of clothing brand IP image are extracted: personalized image, content-based image, scenario based image, and extended image. A theoretical model between the two is constructed and empirically tested. Through market research, questionnaire surveys and empirical testing, it has been concluded that the four elements of clothing brand IP image can influence consumer purchasing behavior, and targeted recommendations are provided.

关 键 词：服装 品牌 IP形象 购买行为 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]