汉服品牌联名对消费者购买行为的影响

The Impact of Hanfu Brand Collaboration on Consumer's Purchasing Behavior

为了探究汉服品牌联名对消费者购买行为的影响,基于ABC态度理论,构建汉服品牌联名对消费者购买行为的影响模型,并通过相关性分析、回归分析和中介效应方法进行验证分析。结果表明,品牌知名度、元素品牌知名度、汉服品牌联名产品属性、汉服品牌联名感知质量和汉服品牌联名匹配度对消费者购买行为有正向影响;情感价值在品牌知名度、元素品牌知名度、汉服品牌联名产品属性、汉服品牌联名感知价值和汉服品牌联名匹配度影响消费者购买行为过程中起部分中介作用。研究结果可以为汉服商家进行品牌联名提供理论依据,从而影响消费者的购买行为。

In order to explore the influencing of Hanfu brand collaboration on consumer purchasing behavior,a theoretical model was constructed based on ABC atude theory,while the impact model of Hanfu brand collaboration on consumer purchasing behavior was constructed.Correlation analysis,regression analysis,and mediation effect methods were used to verify and analyze.The results show that:brand awareness,element brand awareness,Hanfu cobranding product attributes,Hanfu co branding perceived value and Hanfu co-branding matching degree have a positive influence on consumers'purchasing behavior.Emotional value plays a partial medi-ator role in the process of influencing consumers'purchasing behavior by brand awareness,element brand awareness,Hanfu co-branding product attributes,Hanfu co branding perceived value and Hanfu co branding matching degree.The results of the study can provide a theoretical basis for Hanfu merchants to carry out brand collaboration,thus influencing consumers'purchasing behavior.