Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing ...Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.展开更多
Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of ...Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors( MDFs) was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.展开更多
China Jan. -According to Nation Commercial Information Center of China, discretionary spending of apparel products in major depart-ment stores picked up sharply in Jan. 2011, rising by about 58.70 per cent y/y to CNY ...China Jan. -According to Nation Commercial Information Center of China, discretionary spending of apparel products in major depart-ment stores picked up sharply in Jan. 2011, rising by about 58.70 per cent y/y to CNY 26.92 billion. Data tells us that sales growth has been a lot stronger. We’ve seen distinct sales growth in volume of about 38.01 per cent for the Jan. to 60.43 million pieces.Reports from the market suggest that the largest on-year increases in sales in Jan. were seen in children’s wear (+37.42%) and men’s suits re-tailing (+34.86%). Looking further, Jan. sales of women’s apparel prod-ucts increased 26.12% y/y; men’s shirts +21.58%.展开更多
In May 2012 , According to Shanghai Apparel Association, apparel retail sales volume in Shanghai top 10 department stores was 0.949 million pieces(sets)
The 21st century is the era of new media.We-media,social media,short videos have emerged one after another.Not only have they changed the form of media,but also they have brought tremendous changes in terms of media f...The 21st century is the era of new media.We-media,social media,short videos have emerged one after another.Not only have they changed the form of media,but also they have brought tremendous changes in terms of media functions,communication methods and communication relationship etc.Focused on the development of short video platforms in China in the last decade,this essay analyzes the impact of short videos on society,economy,and humanities.Also,it aims to propose a solution to the problem"how to make good use of the scarce resource of attention and truly realize the attention economy".展开更多
Total retail sales value in major department stores picked up sharply in Mar. 2011, rising by about 25.6 percent y/y to CNY 46.63 billion, according to Na-tion Commercial Information Center of China. Of which, retail ...Total retail sales value in major department stores picked up sharply in Mar. 2011, rising by about 25.6 percent y/y to CNY 46.63 billion, according to Na-tion Commercial Information Center of China. Of which, retail sales value of apparel products in major department stores increased 21.8 per cent y/y to CNY 11.89 billion, 3.8% lower than national average. For volume, retail sales展开更多
China in the rst two months of2013-Apparel retail sales value in50major retailenterprises only increased by6.4%y/y,growthrate slowed down0.6%than the same periodof last year according to Nation Commer-cial Information...China in the rst two months of2013-Apparel retail sales value in50major retailenterprises only increased by6.4%y/y,growthrate slowed down0.6%than the same periodof last year according to Nation Commer-cial Information Center of China.Growthrate slowed down6.1%than in December2012.Men s suitIn February2013,Comprehensive marketshare of the top ten men's suit brands was30.1percent in the national key major retailenterprises,increased by1.6percentage pointscompared to last month.Among them,Youn-gor and ShanShan still occupied the top twoplaces;Goldlion raised to the third;Playboyand Satchi entered the top ten.Men s shirtIn February2013,Comprehensive marketshare of the top ten men's展开更多
Shanghai -Jan.2012,According to Shanghai Apparel Association,apparel retail sales volume in Shanghai top 10 department stores was 1.381 million pieces(sets),increasing 28.3% m/m(down 9.2%y/y) by 304,000 pieces(sets)...Shanghai -Jan.2012,According to Shanghai Apparel Association,apparel retail sales volume in Shanghai top 10 department stores was 1.381 million pieces(sets),increasing 28.3% m/m(down 9.2%y/y) by 304,000 pieces(sets). In Jan.2012 apparel products sales value was CNY990 million,increasing 70.0% m/m(down 3.2% y/y) by CNY410 million.Average price in Jan.was CNY719.2/piece(set),up 32.5% m/m,up 6.5% y/y. According to Shanghai Apparel Association,Jan.2012 in Shanghai展开更多
According to Shanghai Apparel Association, apparel retail sales volume in Shanghai top 10 department stores rose slightly in Jul. 2011, increasing by about 4.8 per cent m/m to 889,000 pieces. CNY310 million was spent ...According to Shanghai Apparel Association, apparel retail sales volume in Shanghai top 10 department stores rose slightly in Jul. 2011, increasing by about 4.8 per cent m/m to 889,000 pieces. CNY310 million was spent in apparel products in Jul., edging up 5.3 per cent m/m. Average price in Jul. was CNY346.7/piece (set), up 18.5% y/y. Sales are now expected to bottom out in Aug.展开更多
基金Science and Technology Innovation Activity Program for Undergraduates in Zhejiang Province&Xinmiao Talent Program(2020R412051).
文摘Exploring the mechanism for the formation of consumer purchase intentions of geographical indication agricultural products in the context of live-streaming sales can provide an important reference for brand marketing of geographical indication agricultural products.In this study,in-depth interviews were conducted with consumers of geographical indication agricultural products.Based on grounded theory,open coding,axial coding and selective coding were performed for interview text.Finally,21 concepts,7 subcategories and 3 main categories were obtained,and a model of the formation mechanism of the purchase intention of geographical indication agricultural products under the background of live-streaming sales was constructed,that is,"consumer cognition-consumer attitude-consumer behavior".Among them,consumer cognition includes two dimensions:the type of geographical indication agricultural products and the live-streaming appeal strategy,i.e.,the personal cognition of consumer and the promotion of live-streaming host's strategy.Consumer attitude is value perception of consumers,mainly including two dimensions of functional value and emotional value.Consumer behavior is the consumer's willingness to buy.It has been concluded that the types of geographical indication agricultural products interact with the live-streaming appeal strategies.Through the intermediary of consumers'value perception,consumers'purchase intention is generated.Among them,resource-oriented geographical indication agricultural products adopt rational live-streaming appeal strategies,which can enhance the consumer's perception of functional value,thereby promoting their purchase intention;and cultural and creative geographical indication agricultural products brands adopt perceptual live-streaming appeal strategies,which can enhance the emotional value perception of consumers,thereby promoting their purchase intention.
基金Shanghai Style Fashion Design&Value Creation Knowledge Service Center,China(No.ZX201311000031)Shanghai Style Fashion Trend Research Based on Knowledge Management of the Fundamental Research Funds for the Central Universities,China(No.15D110719)Shanghai Style Fashion Trend Research Based on Cloud Computing of the Fundamental Research Funds for the Central Universities,China(No.15D11073)
文摘Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors( MDFs) was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.
文摘China Jan. -According to Nation Commercial Information Center of China, discretionary spending of apparel products in major depart-ment stores picked up sharply in Jan. 2011, rising by about 58.70 per cent y/y to CNY 26.92 billion. Data tells us that sales growth has been a lot stronger. We’ve seen distinct sales growth in volume of about 38.01 per cent for the Jan. to 60.43 million pieces.Reports from the market suggest that the largest on-year increases in sales in Jan. were seen in children’s wear (+37.42%) and men’s suits re-tailing (+34.86%). Looking further, Jan. sales of women’s apparel prod-ucts increased 26.12% y/y; men’s shirts +21.58%.
文摘In May 2012 , According to Shanghai Apparel Association, apparel retail sales volume in Shanghai top 10 department stores was 0.949 million pieces(sets)
文摘Men’s suit:Top3 are in stable pattern The accumulated sales volume of Men’s suit was 249,000 pieces by the end of June 2011,11,000 pieces more than a
文摘The 21st century is the era of new media.We-media,social media,short videos have emerged one after another.Not only have they changed the form of media,but also they have brought tremendous changes in terms of media functions,communication methods and communication relationship etc.Focused on the development of short video platforms in China in the last decade,this essay analyzes the impact of short videos on society,economy,and humanities.Also,it aims to propose a solution to the problem"how to make good use of the scarce resource of attention and truly realize the attention economy".
文摘Total retail sales value in major department stores picked up sharply in Mar. 2011, rising by about 25.6 percent y/y to CNY 46.63 billion, according to Na-tion Commercial Information Center of China. Of which, retail sales value of apparel products in major department stores increased 21.8 per cent y/y to CNY 11.89 billion, 3.8% lower than national average. For volume, retail sales
文摘China in the rst two months of2013-Apparel retail sales value in50major retailenterprises only increased by6.4%y/y,growthrate slowed down0.6%than the same periodof last year according to Nation Commer-cial Information Center of China.Growthrate slowed down6.1%than in December2012.Men s suitIn February2013,Comprehensive marketshare of the top ten men's suit brands was30.1percent in the national key major retailenterprises,increased by1.6percentage pointscompared to last month.Among them,Youn-gor and ShanShan still occupied the top twoplaces;Goldlion raised to the third;Playboyand Satchi entered the top ten.Men s shirtIn February2013,Comprehensive marketshare of the top ten men's
文摘Shanghai -Jan.2012,According to Shanghai Apparel Association,apparel retail sales volume in Shanghai top 10 department stores was 1.381 million pieces(sets),increasing 28.3% m/m(down 9.2%y/y) by 304,000 pieces(sets). In Jan.2012 apparel products sales value was CNY990 million,increasing 70.0% m/m(down 3.2% y/y) by CNY410 million.Average price in Jan.was CNY719.2/piece(set),up 32.5% m/m,up 6.5% y/y. According to Shanghai Apparel Association,Jan.2012 in Shanghai
文摘According to Shanghai Apparel Association, apparel retail sales volume in Shanghai top 10 department stores rose slightly in Jul. 2011, increasing by about 4.8 per cent m/m to 889,000 pieces. CNY310 million was spent in apparel products in Jul., edging up 5.3 per cent m/m. Average price in Jul. was CNY346.7/piece (set), up 18.5% y/y. Sales are now expected to bottom out in Aug.
