摘要
为解决服饰奢侈品牌新媒体广告缺乏定量描述消费者接受度的方法这一问题,以技术采纳与利用整合理论为基础,基于中国新媒体广告环境与服饰奢侈品牌特点,构建了中国服饰奢侈品牌新媒体广告接受度模型。研究保留了原模型中的绩效期望、努力期望、社会影响3个自变量,并引入新变量感知风险,采用李克特7级量表进行变量测量。通过问卷调研收集了212个有效样本,采用结构方程模型分析各因素对消费者行为意向的影响,并对研究假设进行检验。研究结果表明:社会影响(1.012^∗∗)和绩效期望(0.696^∗∗)显著正向影响行为意愿;努力期望和感知风险对消费者行为意愿的负向影响不显著。
There was a lack of quantitative description on the acceptance of luxury fashion brand's new media advertising.In order to solve this problem,based on the Unified Theory of Acceptance and Use of Technology,marked by characteristics of Chinese new media advertising environment and luxury fashion brands,acceptance model of new media advertising for Chinese luxury fashion brand was constructed.Three independent variables in the original model were retained,including performance expectancy,effort expectancy and social influence.A new variable,perceived risk,was introduced.All variables were measured with Likert seven scales.212 valid samples were collected by web-based survey.The SEM was used to analyze the effect of each factor on consumer behavior intention and test research hypotheses.The results show that social influence(1.012^∗∗)and performance expectancy(0.696^∗∗)have significant positive influence on consumer behavior intention.The effect of perceived risk and effort expectancy on behavior intention is not significant.
作者
陈萍
陈昕怡
李敏
CHEN Ping;CHEN Xinyi;LI Min(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;Shanghai Style Fashion Design and value Creation Knowledge Service Center,Donghua University,Shanghai 200051,China)
出处
《毛纺科技》
CAS
北大核心
2021年第1期91-97,共7页
Wool Textile Journal
基金
中央高校基本科研业务费专项基金(2232020G-08)
上海高校知识服务平台资助项目(13S107024)。
关键词
奢侈品牌
技术接受度
新媒体广告
千禧一代
luxury brands
technology acceptance
new media advertising
millennials
