时装摄影对消费者品牌喜好度的影响研究

Influence of Fashion Photography on Consumer Brand Attitude

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.