新中式服装感质、消费者产品态度与购买意愿

Qualia of new Chinese-style clothing products, consumer product attitude and purchase intention

新消费形态下,针对消费者对新中式服装产品体验提出更高要求的现状,文章在相关文献分析的基础上,基于产品感质理论视角,构建了一个涵盖新中式服装产品感质要素、消费者产品态度与购买意愿3个层面的理论模型,并通过问卷调查和结构方程模型方法对研究模型进行检验。研究表明:模型和量表具有可行性,且新中式服装产品感质要素对消费者产品态度、购买意愿具有显著正向影响;新中式服装产品感质要素按影响程度排序,依次是美感、精致、创意、绿色、魅力和工学;消费者产品态度在新中式服装产品感质要素与购买意愿之间起完全中介作用,由此为新中式服装企业提出相关对策。

Under the new consumption pattern,consumers put forward higher requirements for the new Chinese-style clothing product experience.Based on the analysis of relevant literature and the perspective of product qualia theory,a theoretical model covering three levels of qualia factors of new Chinese-style clothing products,consumer product attitudes and purchase intentions was constructed,and tested through questionnaire surveys and structural equation modeling methods.Research results show that,both the model and the scale are feasible,and the qualia factors of new Chinese-style clothing products have a significant positive impact on consumer product attitudes and purchase intentions.The ranking of qualia factors of new Chinese-style clothing products based on the degree of influence is beauty,exquisiteness,creativity,greenness,charm and engineering.Consumer product attitudes play a complete mediating role between the qualia factors of new Chinese-style clothing products and purchase intentions.On this basis,relevant countermeasures for new Chinese-style clothing companies are proposed.