虚拟社区时尚意见领袖对服装消费行为的影响

The impact of virtual community fashion opinion leaders on clothing consumption behaviors

虚拟社区作为消费者分享和交流产品消费经验的开放型平台,不断涌现出时尚、科技等领域的意见领袖,这些意见领袖对消费者行为的影响吸引了学者的广泛关注。文章以刺激-机体-反应和计划行为理论为框架,提出虚拟社区中时尚意见领袖对服装消费行为的研究假设,并采用结构方程模型进行验证。结果表明:意见领袖的专业性、同质性和活跃性等环境刺激因素均对消费者行为态度、主观规范和感知行为控制等个体状态产生显著的正向影响;行为态度、主观规范和感知行为控制均对行为意向产生显著正向影响;行为意向正向显著影响购买行为。

Virtual community provides an open platform for consumers to share and exchange product consumption experience,where numerous opinion leaders in fashion,technology and other fields have emerged endlessly.Their impact on consumer behaviors has attracted widespread attention of scholars.Based on S-O-R theory(stimuli-organism-response)and theory of planned behavior,this paper proposes the research hypothesis on virtual community fashion opinion leaders’impact on clothing consumption behaviors,and verifies the hypothesis by means of structural equation model.The results reveal that opinion leaders’professionalism,homogeneity,and activity,as well as other environmental stimulus factors can positively and significantly affect consumers’behavioral attitudes,subjective norms,and perceived behavioral control.In addition,behavioral attitude,subjective norm,and perceived behavioral control have a positive and significance impact on behavioral intention.Further,behavioral intention has a positive and significance impact on consumer purchasing behaviors.