女装导购私域流量营销对传播效果的影响

Influence of women's clothing shopping guide private domain traffic marketing on the communication effect

为探究女装品牌如何通过导购信息化传播构建自身私域流量对传播效果的影响,以女装导购信息化传播为研究对象,采用理论研究、深度访谈、问卷调查的方法,构建出以导购店铺服务、导购性格匹配、朋友圈途径信息获取、聊天途径信息获取、微信平台情感互动为自变量,导购信任为中介变量,品牌忠诚度为调节变量,心理效果和行为意向效果为因变量的理论模型。结果表明:朋友圈途径信息获取的影响程度和范围均最大,对导购信任、心理效果和行为意向效果产生影响;导购信任对2种形式的传播效果均产生影响;品牌忠诚度仅对心理效果有调节作用。

In order to explore how women's clothing brands build their own private domain traffic through shopping guide information communication,the information dissemination of women's clothing shopping guide was taken as the research object,the methods of theoretical research,in-depth interview and questionnaire survey were adopted in this paper.Finally,a theoretical model was constructed,which takes shopping guide store service,shopping guide personality matching,information acquisition through moments,information acquisition through chat,and emotional interaction on WeChat platform as independent variables,shopping guide trust as mediating variable,brand loyalty as moderating variable,and psychological effect and behavioral intention effect as dependent variables.The results of data analysis show that the influence degree and scope of information acquisition in the circle of friends are the largest,and it positively affects the trust,psychological effect and behavioral intention effect of shopping guide.Shopping guide trust has a positive influence on the two forms of communication effect and brand loyalty only moderates the psychological effect.