品牌服装联名对消费者购买意愿的影响

Influence of brand clothing co-branding on consumers'purchase intention

针对当下品牌服装联名热潮中存在的设计风格混乱问题,通过文献梳理与分析,研究品牌服装联名与消费者购买意愿之间的关系,构建品牌联名对象选择、品牌联名产品风格以及品牌联名营销策略3个维度对消费者购买意愿产生影响的理论假设,将消费者感知价值作为中介变量进行模型构建。通过问卷调查与数据分析得出结果:品牌联名营销策略与品牌联名产品风格均正向影响消费者购买意愿;消费者感知价值在品牌联名与消费者购买意愿二者之间存在正向中介效应。通过调研结果分析,认为服装品牌联名在未来发展中应该关注消费者对联名产品的感知价值,并更加重视联名产品风格的平衡与联名营销策略的规划。

Aiming at the confusion of design style in the current brand clothing co-branding boom,the relationship between co-branding and consumers'purchase intention was studied through literature review and analysis,and theoretical hypotheses that three dimensions of brand co-branding object selection,brand co-branding product style and brand co-branding marketing strategy have an impact on consumers'purchase intention were established,and consumer perceived value was used as the intermediary variable to construct the model.Through questionnaire survey and data analysis,the results show that both brand co-branded marketing strategy and brand co-branded product style positively affect consumers'purchase intention;Consumer perceived value has a positive mediating effect between brand co-branding and consumer purchase intention.Through the analysis of the research results,the author believed that the clothing brand co-branding should pay more attention to consumers'perceived value of co-branded products in the future development,and pay more attention to the balance of co-branded product style and the planning of co-branded marketing strategy.