社交媒体中消费者绿色服装购买意愿分析

Analysis of consumers′green clothing purchase intention in social media

为了分析社交媒体传播背景下消费者对绿色服装的购买意愿,在文献查阅的基础上提取社交媒体传播中影响购买意愿的因素,并通过问卷调研的形式调查消费者的认知度与态度、获取信息的方式以及信息内容对绿色服装购买意愿的影响。结果表明:消费者对绿色服装具有较高认知度和购买意愿,但在实际购买与社交媒体平台中却很少关注相关信息。为增加绿色服装购买意愿,建议企业应结合消费者的社交媒体使用状况与信息获取方式制定针对性的传播策略,并在传播信息中强调绿色服装产品的舒适性及性价比,以及给消费者健康和环境保护所带来的实际益处。

In order to analyze the consumers′purchase intention of green clothing in the context of social media communication,the factors are extracted based on the literature review,and the effect of the perception and attitude of consumers,the way of acquirig information and the information content on the willingness of green clothing purchase are obtained through the questionnaire survey.The results show that consumers have a higher awareness of green clothing and willingness of purchase,but they rarely pay attention to relevant information in actual purchase and social media platforms.For an increase of the purchase willingness of green clothing,it is suggested that the communication strategy should be formulated in combination with the consumers′social media usage and information acquisition methods,with an emphasis on the comfort and cost performance of green clothing products and the practical benefits that can be brought to consumers′health and environmental protection.