影视剧中服装品牌植入广告对消费者购买意愿的影响研究

The Impact of Apparel Brand Placement on Consumers' Purchase Intention

影视植入广告是服装企业常用的营销沟通手段之一,恰当的服装品牌植入广告不但能为影视剧加分,也能提升消费者对服装品牌的喜爱度。分析服装品牌植入广告的特征对服装购买意愿的影响机制对服装企业的品牌管理有重要意义。280份问卷调查的结果表明影响消费者购买意愿的服装品牌植入广告特征包括三个:服装感知质量、服装与影视情节的契合性和明星吸引力,兴趣在影视植入广告特征和购买意愿之间起中介作用。

Brand placement in movies and TV plays is one of the most popular marketing communication tools of apparel enterprises. Appropriate brand placements not only make movies and TV plays better, but improve the likability of apparel brands. It is of great managerial significance to analyze the influence of the features of apparel brand placement on consumers＇ purchase intention. The data analysis of 280 questionnaires shows that three features of apparel brand placement influence consumers＇ interest towards clothing and purchase intention： the perceived quality of clothes advertised, the fitness between clothes and plot of movies and TV plays, and the attractiveness of celebrities, interest plays a mediating role between features of apparel brand placement and purchase intention.