网购服装品牌的个性研究

Research of on-line fashion brand personality

网络消费与感性消费是现代信息技术发达与消费者生活水平提升背景下产生的消费形态,市场占有份额日益扩大。如何在网购市场保有竞争力和突出的品牌个性,是品牌建设的主要任务之一。基于品牌个性理论、"大五"人格模型和Brunswick透镜模型对网购服装品牌的个性传达机理进行研究和探讨,构建了网络品牌个性传达模型并设计相应问卷。选取具有代表性的国内B2C服装购物网站V品牌作为实证研究对象,在企业与消费者双向调查结果的相关性分析基础之上,对V品牌的品牌个性进行测量与评分,从5个个性维度探析品牌个性传达的有效程度以及需要提升改进之处。

Under the background of raising information technology and living standard, emotional consumption and on-line shopping market share is growing quickly. How to keep the competitiveness and brand personality is a core task during the process of on-line brand establishment and development. This research is focusing on the brand personality, ＂Big Five＂ personality traits and affective communication of B2C on-line brand, on the basis of brand personality theory and Brunswick lens model, an on-line brand affective communication model is established. In order to explain the utilization of this model, the paper conducted an empirical research on a B2C on-line brand（V brand） of China, getting a judgment of the accuracy of brand personality recognition and proposing suggestion on how to improve the quality of affective communication for the on-line brand.