时尚表征对消费者融入的影响研究

The Influence of Fashion Representationon Consumer Engagement

时尚是现代社会的重要消费特征,消费者融入行为提供了时尚品牌与消费者保持长久关系的可能性。本文基于时尚理论、消费者融入理论和社会表征理论,探讨了时尚表征对消费者融入的影响效应;发现时尚的核心表征是简约表征,外围表征是炫酷表征;二者都对消费者融入有直接的正向影响作用,也促进了共享价值的提升;共享价值则显著影响消费者的融入。本研究为企业的时尚品牌建设,提供了新的视角和理论支持。

Fashion is an important consumption feature of modern society and consumer engagement provides the possibility for fashion brands to maintain a long-term relationship with consumers.Based on fashion theory,consumer integration theory and social representation theory,the influence of fashion representation on consumer integration was discussed in this paper.It was found that the core representation of fashion is concise representation,while the peripheral one is cool representation.Both of them have a direct positive effect on the integration of consumers and promote the improvement of shared value.The shared value significantly influences the integration of consumers.This study provides a new perspective and theoretical support for the construction of enterprise fashion brands.