运动装品牌视觉传播对购买决策影响研究

Research on the influence of visual communication of sportswear brand on purchase decision

文章对当下全媒体时代中的运动装品牌视觉传播、感知价值、购买决策理论文献进行梳理并构建影响关系模型;提取视觉传播五个维度,结合案例进行问卷调研,通过结构方程模型对研究理论模型进行验证。结果表明:店铺视觉营销、流媒体直播、电子平面媒体对购买决策有显著影响作用;实体店铺应是消费首选;流媒体直播受感知价值中介作用最强,其次是店铺视觉营销和短视频,AR/VR技术对消费者购买决策影响不强。

This article reviews the literature on visual communication,perceived value,and purchase decision of sportswear brands in the all media era and constructs an impact relationship model.Five dimensions of visual communication were extracted and questionnaire survey was performed in combination of cases.The theoretical model was verified through structural equation model(SEM).The result shows:store visual marketing,live streaming,and electronic print media have a significant impact on purchase decisions.Physical stores would be the first choice for consumption.Live streaming is most strongly mediated by perceived value,followed by store visual marketing and short videos.AR/VR technology has little impact on consumer purchase decisions.