服装场景化营销的影响因素及其模型研究

Influencing factors and model research of clothing scene marketing

通过探究服装场景化营销的影响因素及其作用机理,然后借助SPSS 24.0和AMOS 21.0软件对调研数据进行因子分析和路径验证,实证分析了影响因素基础体系、场景设计及中介变量场景体验和服装场景化营销绩效的关系模型。结果表明:场景设计和场景体验均可直接正向影响服装场景化营销绩效,其中场景设计的影响更为显著;场景设计和基础体系对场景体验均存在显著的正向影响,但无显著差异,同时场景体验在场景设计和基础体系与服装场景化营销绩效之间存在中介作用。研究结果明晰了服装场景化营销的作用机理,为服装行业场景营销策略的实施与优化提供理论依据。

The influencing factors and action mechanism of the scene marketing of clothing were mainly explored.With SPSS 24.0 and AMOS 21.0 software,the factor analysis and path verification of the survey data were carried out,and the relationship model of the scene design,the basic system of influencing factors,the mediating variable scene experience and the clothing scene marketing performance was empirically analyzed.The results show that both the scene design and the scene experience can directly and positively affect the clothing scene marketing performance,in which the impact of scene design is more significant.In addition,both scene design and basic system have significant positive impact on scene experience,but there is no significant difference.At the same time,scene experience plays an intermediary role among scene design,basic system and the performance of the scene marketing.The research results clarify the action mechanism of the clothing scene marketing and provide a theoretical basis for the implementation and optimization of scene marketing in the apparel industry.