摘要
为研究“互联网+”汉服文化推广营销对消费者汉服购买意愿的影响,分析不同受众的汉服购买意愿的异质性,通过问卷调研,分析“互联网+”汉服文化推广营销给受众带来的认知体验、情感体验、互动体验和行动体验,以及汉服购买意愿的影响,并对结果进行验证分析。结果表明:认知体验、情感体验、互动体验和行动体验对汉服购买意愿均有显著正向影响;按照人口统计学特征分类,不同受众“互联网+”汉服文化推广营销的四维度体验和购买意愿有显著差异。研究结果可为汉服生产企业在“互联网+”时代背景下的文化推广提供理论基础,辅助其制定经营战略。
To study the influence of"Internet+"Hanfu Cultural Promotion and Marketing on consumers'purchase intention of Hanfu,and analyze the heterogeneity of different audiences'purchase intention of Hanfu,this paper surveys the cognitive experience,emotional experience,interactive experience and action experience brought by"Internet+"Hanfu cultural promotion and marketing to the audience,through the method of questionnaire survey and analysis.Then an empirical analysis of the questionnaire results is formed.The results showed that:the cognitive experience,emotional experience,interactive experience and action experience brought by"Internet+Hanfu cultural promotion and marketing"to the audience had a significant positive impact on the purchase intention of Hanfu.According to demographic characteristics,different audiences had significant differences in the above four-dimension experience and the purchase intention of"Internet+"Hanfu culture promotion and marketing.The study can provide theoretical basis for enterprises to promote Hanfu culture and to implement the improvement measures,while can promote them to better integrate the characteristics of the"Internet+"to formulate accurate business strategies.
作者
任本慧
谢霜
REN Benhui;XIE Shuang(School of Art and Media,Wanbo Institute of Science and Technology,Hefei 230031,China;School of Art and Design,University of Technology MARA,Selangor 43100,Malaysia;Department of Fashion Art and Design,Wuxi Vocational Institute of Art and Technology,Yixing 214206,China)
出处
《服装学报》
2022年第1期89-94,共6页
Journal of Clothing Research
基金
安徽省高等学校人文社会科学重点研究项目(SK2020A0935)。
关键词
“互联网+”
汉服文化
受众体验
购买意愿
问卷调查法
"Internet+"
Hanfu culture
audience experience
purchase intention
questionnaire survey
