摘要
为研究服装联名品牌形象、消费者信任和消费者购买意愿间的影响机制,针对服装企业关于服装联名品牌形象的构建提供切实可行的建议。经文献研究,确定了服装联名品牌形象的4个维度,构建了服装联名品牌形象、消费者信任与消费者购买意愿三者间的理论模型,将调研所得数据采用多元回归分析的方法,实证检验三者间的关系。结果表明:服装联名品牌的文化形象、标识形象、服务形象对消费者购买意愿影响显著;联名品牌的企业形象对消费者购买意愿影响不显著;消费者信任在服装联名品牌的服务形象与消费者购买意愿间存在完全中介效应,在文化形象以及标识形象与消费者购买意愿间起到部分中介效应。研究结果可为服装企业进行服装联名品牌形象的构建提出相关对策建议。
In order to study the influencing mechanism among clothing brand image,consumer trust and consumer purchase intention,practical suggestions were provided for clothing enterprises to construct clothing brand image.Through literature research,four dimensions of clothing joint brand image were determined,and the theoretical model of clothing joint brand image,consumer trust and consumer purchase intention was constructed.The data obtained from the survey were empirically tested by multiple regression analysis.The results show that the cultural image,logo image and service image of clothing joint brand have significant influence on consumers′purchase intention.The corporate image of the joint brand has no significant influence on consumers′purchase intention,consumer trust has a complete mediating effect between service image and consumer purchase intention of clothing joint brand,and has a partial mediating effect between cultural image and logo image and consumer purchase intention.The results can provide relevant countermeasures and suggestions for the construction of clothing joint brand image of clothing enterprises.
作者
赵茂林
曲洪建
蔡建忠
ZHAO Maolin;QU Hongjian;CAI Jianzhong(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China;Jiangsu Dongfang Shenghong Co.Ltd,Suzhou,Jiangsu 215228,China)
出处
《毛纺科技》
CAS
北大核心
2022年第3期110-116,共7页
Wool Textile Journal
基金
上海市政府决策咨询重点项目(2018-A-035)
上海市哲学社会科学规划课题(2017BGL026)。
