分析中国内衣行业女性化社交媒体广告对女性消费者态度和购买意愿的影响  

To Analyze the Influence of Feminine Social Media Advertisements in China Underwear Industry on Female Consumers’ Attitude and Purchase Intention

作　　者：冯思洋 

机构地区：[1]上海工程技术大学管理学院,上海

出　　处：《运筹与模糊学》2023年第5期5094-5109,共16页Operations Research and Fuzziology

摘　　要：使用更真实的模型形状已经成为内衣广告的一个日益增长的趋势。尽管如此,很少有研究证明这一趋势如何影响客户的态度和购买意图。本研究的主要目的是调查这一趋势是否有效。此外,该研究还调查了显示更广泛的模特体型的广告是否会增加消费者对广告和购买意图的态度。本研究采用了自我一致性的概念。自我一致性是指消费者的自我概念与模型的体型的相似性。换句话说,当消费者与模型的规模相同时,他们的态度和购买意图是什么?如果它不匹配怎么办?为获得本研究所需的数据,采用问卷调查的数据收集和定量SPSS分析方法,探讨在中国年轻女性消费者背景下,人们对社交媒体内衣广告中不同模特的态度和购买意愿。调查结果显示,中型比大号让消费者对广告和购买意图持更积极的态度。此外,如果消费者认为自己的自我一致性很强,他们可能会对广告有更积极的态度和强烈的购买意图。因此,本研究揭示了中型模特作为未来中国内衣广告市场营销工具中可能存在的机遇和应用,并为内衣品牌及相关营销人员提供了启示和建议。此外,本研究的局限性为进一步的研究提供了改进的思路,有助于更好地了解中国女性内衣消费者。总之,在广告中合理选择模特的体型,可以促进消费者对广告的态度和购买意愿。此外,本研究的局限性为进一步的研究提供了改进的思路,有助于更好地了解中国女性内衣消费者。总之,在广告中合理选择模特的体型,可以促进消费者对广告的态度和购买意愿。The use of more realistic model shapes has become a growing trend for lingerie advertising. Nevertheless, few studies have demonstrated how this trend affects customer attitudes and purchasing intentions. The primary aim of this study was to investigate whether this trend is valid. In addition, the study investigated whether advertisements showing a wider range of model size would increase consumer attitudes toward advertising and purchasing intentions. This study adopted the concept of self-consistency. Self-consistency is the similarity of the consumer’s self-concept to the body size of the model. In other words, what are their attitudes and purchasing intentions when consumers are of the same size as the model? What if it doesn’t match? In order to obtain the necessary data for this study, questionnaire data collection and quantitative SPSS analysis were used to explore the attitudes and purchase intentions of differ-ent models in social media underwear advertisements in the con-text of young Chinese female consumers. The results show that mid-size makes consumers more positive about advertising and buying intentions than large. Moreover, if consumers consider their self-consistency strong, they may have a more positive attitude towards advertising and a strong intention to buy them. Therefore, this study reveals the possible opportunities and applications of medium-sized mod-els as future underwear advertising marketing tools in China, and provides inspiration and sug-gestions for lingerie brands and related marketing personnel. Furthermore, the limitations of this study provide improved ideas for further research and contribute to a better understanding of Chinese female underwear consumers. In short, the reasonable choice of models in advertis-ing can promote consumers’ attitude and purchase intention to advertising. Furthermore, the limitations of this study provide improved ideas for further research and contribute to a better understanding of Chinese female underwear consumers. In short, the reason

关 键 词：模型体型 自协调性 广告态度 购买意向 

分 类 号：F42[经济管理—产业经济]