服装品牌社交电商平台宣传策略对消费者购买意愿的影响:以小红书为例

Influence of clothing brand social e-commerce platform marketing strategy on consumers′purchase intention:Taking Xiaohongshu as an example

为了探究服装品牌在社交电商平台的宣传策略中如何对消费者的购买意愿产生影响,利用文献研究法基于社交电商平台和服装品牌宣传策略提出研究假设,基于SOR理论构建了服装品牌社交电商平台宣传策略、消费者态度与购买意愿之间的关系模型,以小红书为载体进行问卷调研,并利用SPSS软件对收集的有效数据进行多元回归分析。结果表明:服装展示方式、服装相关知识、平台发布效果、粉丝福利、互动性和便利性6个维度对于消费者购买意愿均有正向影响;感知价值在宣传策略和购买意愿之间起到了部分中介作用;而认同感在服装展示方式、服装相关知识、平台发布效果、粉丝福利和购买意愿之间起到了部分中介作用。为服装品牌在小红书平台的宣传策略提供参考。

In order to explore the effects of marketing strategy of clothing brand in social e-commerce platform on consumers′purchase intention,based on social e-commerce platform and marketing strategy of clothing brand related literature,we put forward the research hypothesis,and constructed the relationship model between the marketing strategy of clothing brand social e-commerce platform,consumers′attitude and purchase intention.Next,a questionnaire survey was conducted with Xiaohongshu as the research carrier,and an multiple regression analysis was conducted on the data.The results show that the six dimensions including clothing display methods,clothing related knowledge,platform release effects,fan benefits,interactivity,and convenience all have a positive impact on consumer purchase intention.Perceived value plays a partial mediating role between marketing strategies and purchase intention.Identity plays a partial mediating role between clothing display methods,clothing related knowledge,platform release effects,fan benefits,and purchase intention.The research conclusion provides a reference for the marketing strategy of clothing brand on Xiaohongshu platform.