汉服营销路径对消费者购买意愿的影响

Influence of Hanfu marketing path on consumers'purchase intention

为了探究消费者对汉服购买意愿的影响因素,针对互联网时代多媒体融合背景下汉服营销路径与消费者之间的关联,分析不同受众对于汉服购买和推荐意愿的差异性。利用文献研究法和数据分析法,把消费者购买决策流程分成3个阶段,通过对各阶段中汉服消费者购买体验感的影响因素开展问卷调查,运用多元回归分析法,构建各因素与消费者购买意愿之间的回归模型。研究结果表明:吸引消费者对汉服产生基本认知和兴趣可以促进其购买意愿;针对消费者的细分需求提供相应的产品和服务对购买意愿有显著的正向影响;为已购用户提供优质的售后服务也对汉服的购买行为具有积极的促进作用。研究成果不仅可以为汉服品牌在互联网全媒体时代背景下的营销路径提供理论依据,还可以帮助汉服企业引导市场营销方向和战略决策。

In order to study the factors that affect the purchase intention of Hanfu consumers,the relationship between Hanfu marketing path and consumers under the background of multimedia integration in the Internet era was analyzed,and the differences between different audiences'purchase intention and recommendation intention of Hanfu were analyzed.Literature research and data analysis were applied in this study,the consumer purchase decision-making process were divided into three stages,and a questionnaire survey on the factors that affect the purchase experience of Hanfu consumers in each stage was conducted,then multiple regression analysis was used,a regression model between various factors and consumer purchase intention was constructed,and tested and analyzed the results.The research results show that attracting consumers to develop basic understanding and interest in Hanfu can promote their purchase intention.Providing corresponding products and services tailored to the segmented needs of consumers has a significant positive impact on purchase intention.Providing high-quality after-sales service to purchased users also has a positive promoting effect on the purchasing behavior of Hanfu.The research results can not only provide theoretical basis for the marketing path of Hanfu brands in the context of the Internet all media era,but also help Hanfu enterprises guide marketing direction and strategic decision-making.