服饰类盲盒产品特征、推广宣传与消费者冲动购买意愿

The Characteristics,Promotion and Publicity of Clothing Blind Box Products and Consumers’Impulse Purchase Intention

随着盲盒市场的迅速发展,服装企业也引入“盲盒化”的营销手段。本研究的目的是探索如何推广宣传服饰类盲盒的产品特征和品牌,影响消费者的冲动购买意愿。以SOR理论模型为依据,建立服饰类盲盒的产品特征、推广宣传与消费者冲动购买意愿之间的关系模型。利用SPSS 20.0数据分析软件进行描述性统计、信度、效度检验、因子分析和回归分析。研究结果表明:服饰类盲盒的IP特征,社交特征,刺激性推广宣传,神秘性推广宣传均正向影响消费者冲动购买意愿,感知价值,感知唤醒起中介效应,根据上述研究结论,本文从服饰盲盒产品的IP特征,社交特征,刺激性营销,神秘性营销,市场现状等方面对希望推出服饰类盲盒产品的企业和品牌提出对策与建议。

With the rapid development of the blind box market,clothing companies have also introduced“blind box”marketing means.The purpose of this study is to explore how to promote the product features and brands of the clothing blind boxes and influence consumers’impulse purchase intentions.Based on the SOR theory model,the relationship model between the product features,promotion and publicity of clothing blind boxes and consumers'impulse purchase intention is established.SPSS 20.0 data analysis software was used for descriptive statistics,reliability,validity testing,factor analysis,and regression analysis.The results show that the IP characteristics,social characteristics,stimulating and mysterious promotion and publicity of the clothing blind box all positively affect the consumers’impulse purchase intention,perceived value,and mediating effect of perceived arousal.According to the above research conclusions,this paper puts forward countermeasures and suggestions for enterprises and brands that want to launch clothing blind box products from the aspects of IP characteristics,social characteristics,stimulating marketing,mysterious marketing,and market status quo.