服装视觉营销路径对消费者购买意愿的影响

Influence of clothing visual marketing path on consumers′purchasing intention

为了满足人们美好生活日益增多的新消费需求,针对多媒体融合环境下服装品牌视觉营销路径与消费者之间影响关系,针对视觉营销、品牌形象认知、感知价值相关理论,构建了视觉营销6个路径对购买意愿的影响关系模型。运用访谈法、问卷调研法、结构方程模型分析法,对研究假设进行检验和实证分析。结果表明:对消费者忠诚度与满意度最具影响力的是服装视觉营销路径中的品牌联名与时装秀活动,其次是线下实体店和短视频。线下实体店和社交平台的场景、橱窗、试衣间环境、品牌识别形象、企业形象、网络形象直接影响消费者购买意愿,消费者满意度对购买意愿的影响作用高于消费者忠诚度,消费者感知价值作为中介变量影响服装品牌视觉营销路径与消费者购买意愿之间的关系。

In order to meet the growing number of new consumer demands,the influential relationship between the visual marketing path of clothing brands and consumers under circumstances of multiple-media convergence was discussed,and the visual marketing and relevant theories concerning image cognition of brand and perceptive value were taken into account.A relational model of the influence of six paths of visual marketing on purchase intention was established.The method of interview,questionnaire inquiry,and structural equation modeling were used.Finally,the examination and empirically analyzation of the research hypothesis were taken.The results show that the most influential factors for consumer loyalty and satisfaction are co-branding and fashion show activities in the visual marketing path of clothing,followed by offline stores and short videos.The consumers′purchasing intentions are influenced by the scene,window,dressing room environment,brand identity image,corporate image,network image of the offline physical stores and social platform.Moreover,the effect of consumer satisfaction on purchase intention is higher than that of consumer loyalty.