数字社交时代感知价值对服装品牌态度的作用机理——基于参照群体、自我一致性视角的实证研究

A Mechanism of Perceived Value on Fashion Brand Attitude in Digital Social Age--An Empirical Study Based on Reference Groups and Self Consistency

数字时代,社交平台大量的信息分享与经验交流成为民众日常获取信息的重要渠道,且社交舆论对品牌发展起到举足轻重的影响作用。故将消费者品牌态度研究从实体拓展到数字社交领域,基于感知价值构建社交平台参照群体、自我概念作用于服装品牌态度的模型,探究它们之间的作用机理。通过在线问卷调查发现,参照群体、自我一致性对感知价值的两个维度及品牌态度有着不同的贡献,感知价值在参照群体、自我一致性与品牌态度之间起着中介作用。从而证实参照群体及自我概念对数字社交品牌态度有着重要作用,并为服装品牌建设提出可参性的营销建议。

In the digital era,a large number of information sharing and experience exchange on social platforms have become an important channel for people to obtain information.And social public opinion plays a decisive role in brand development.Therefore,the research on consumer brand attitude is expanded from the entity to the digital social field.Based on the theory of perceived value,this paper builds a model of social platform reference group and self-concept acting on apparel brand attitude,and explores the interaction mechanism between them.Through the online questionnaire,it is found that reference group and self-consistency have different contributions to perceived value and brand attitude.And perceived value plays an intermediary role between reference group,self-consistency and brand attitude.It proves that reference group and self-concept play an important role in brand attitude in digital social environment,and puts forward some marketing suggestions for apparel brands.