摘要
从时装摄影的表现特性角度与消费者的品牌喜好度包含的广告态度、品牌认知等方面进行理论研究,提取出时装摄影的3个重要表现特性为:时尚性、艺术性和观念性;通过双中介影响模型,构建了时装摄影对消费者品牌喜好度的影响路径;采用因子分子,验证性因素分析和结构方程模型检验进行实证分析。结果表明:时装摄影的表现特性通过广告态度和品牌认知的评价间接影响消费者品牌喜好度,其中观念性对消费者形成服装品牌的喜好程度影响最强,刺激消费者购买行为意向可能性最大;对服装品牌而言,该研究结果可以对其视觉营销策略提供有效参考价值。
Theoretical research on the performance characteristics of fashion photography and the advertising attitudes as well as brand perceptions of consumers’ brand preferences was conducted in this paper. Three important performance characteristics of fashion photography were extracted, which are fashion, art and concept. The influence model of fashion photography on consumer brand preference was constructed through the dual mediation influence model. Empirical analysis was performed using factor molecules, confirmatory factor analysis and structural equation model tests. The results show that the performance characteristics of fashion photography indirectly affect consumer brand preference through the evaluation of advertising attitude and brand perception. Among them, the conception has the strongest preference for consumers to form clothing brands, and it is the most likely to stimulate consumers to purchase behavior. At the same time, for clothing brands, they can provide effective reference value for their visual marketing strategies.
作者
朱利
穆芸
ZHU Li;MU Yun(School of Fashion,Dalian Polytechnic University,Dalian 116033,China)
出处
《北京服装学院学报(自然科学版)》
CAS
北大核心
2019年第4期63-69,86,共8页
Journal of Beijing Institute of Fashion Technology:Natural Science Edition
基金
服装设计与工程国家级实验教学示范中心(大连工业大学)科研成果
关键词
时装摄影
服装品牌
消费者
品牌喜好度
fashion photography
clothing brand
consumer
brand preference