摘要
基于社会认知理论,采用进驻京东商城的334个丝绸品牌的相关数据,使用多元线性回归和标准化回归模型,分析网络消费环境如何影响消费者对丝绸品牌的认知度。结果发现网络消费环境可以显著影响消费者对丝绸品牌的认知度,具体表现为产品越是多样化、在京东有直播、店铺星级越高,消费者对该丝绸品牌的认知度就越高;与其他种类的丝绸产品相比,拥有床上用品类产品对消费者的丝绸品牌认知度具有显著正向作用,而拥有外出服装类产品的作用则相反。可见在多种网络消费环境因素中,是否在京东直播及拥有传统的床上用品类产品,较大程度地影响着消费者对丝绸品牌的认知度。建议通过完善丝绸产品网络销售体系、推进传统拳头产品发展与创新、丰富丝绸品牌名称的文化底蕴等举措,促进我国丝绸品牌建设高质量发展。
Based on social cognitive theory,using multiple linear regression and standardized regression models,the JD.com data of 334 silk brands were used,this paper analyzes the influence of internet consumption environment on consumers silk brand recognition.It was found that the online consumption environment had a significant impact on consumers brand recognition of silk,which was manifested in the more diversified products,the live broadcast in JD.com,and the higher the store star rating,the higher the consumer s recognition of the silk brand.Compared with other categories,the ownership of bedding products has a significant positive effect on consumers silk brand recognition,but the ownership of clothing products has the opposite effect.In a variety of network consumption environmental factors,whether or not in JD.com live and have traditional bedding products play a critical role.It is suggested that we should improve the network sales system of silk products,promote the development and innovation of traditional fist products and enrich the cultural details of silk brand names to promote the high-quality development of our silk brand.
作者
王红
魏倩
杜海鹏
杨丰溢
黄梅梅
陆呈宏
吴雅静
李春华
WANG Hong;WEI Qian;DU Haipeng;YANG Fengyi;LUO Mingzhi;LU Chenghong;WU Yajing;LI Chunhua(School of Economics Guangxi Minzu University,Nanning 530007,China;Nanning Qingxiu District of Municipal Garden,Nanning 530007,China;Sericulture Scientific Institute of Guangxi Zhuang Autonomous Region,Nanning 530007,China;Digital Economy and Population Development Research Center,Guangxi Minzu University,Nanning 530007,China;Department of Sociology,Peking University,Beijing 100871,China)
出处
《蚕学通讯》
2023年第4期21-28,共8页
Newsletter of Sericultural Science
基金
广西民族大学研究生创新计划项目(gxun-chxs2022021)
广西民族大学校级科研项目(2020MDSKZD02)。
关键词
丝绸品牌
品牌认知度
网络消费环境
Silk brand
Brand recognition
Network consumption environment
