摘要
街头时尚品牌消费群体具有多样性:既存在重视独特性、追求小众的消费者,也有不少跟随潮流的消费者。为探究影响消费者对街头时尚品牌购买意愿的内在动机与外部因素,以反映消费者主体特征的自我建构为自变量,以独特性需求为中介变量,以及消费情境效应中反映消费者品牌经验程度的品牌熟悉度为调节变量,构建了消费者购买意愿影响因素的解释模型。结果显示,相较于低品牌熟悉度,高品牌熟悉度条件下消费者购买意愿更强。同时,低品牌熟悉度条件下,独立型消费者对街头时尚品牌购买意愿高于依存型自我建构消费者;而在高品牌熟悉度条件下,独立型自我建构消费者购买意愿低于依存型消费者。
Streetwear brand consumers are diverse.There are both consumers who value uniqueness in pursuit of niche,but also many consumers who jump on the bandwagon.In order to explore the internal motivation and external factors that affect consumers′intentions to consume streetwear brands,this study constructs the interpretation model of the factors that affect consumers′purchase intention with self-construal as IV,need for uniquness as mediator,and brand familiarity as moderator.The results show that consumers are more willing to consume under the condition of high brand familiarity than low brand familiarity.At the same time,under the condition of low brand familiarity,independent self-construal consumers′purchase intention is higher than that of interdependent self-construal consumers,while under the condition of high brand familiarity,independent self-construal consumers′purchase intention is lower than that of interdependent self-construal consumers.
作者
李冠儒
LI Guanru(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 2000030,China)
出处
《上海管理科学》
2023年第5期26-35,共10页
Shanghai Management Science
