摘要
微信公众号作为移动新媒体传播的常见手段,广泛应用于时尚行业中。公众号推送内容作为消费者感知的重要途径,其传播方式决定了感知印象并进而影响需求动机和消费行为。文章以大学生服装消费群体为研究对象,以微信公众号作为研究移动新媒体传播手段的切入点,通过对时尚类微信公众号推送内容的解析,对大学生服装消费群体的感知要素进行问卷调查,运用因子分析和回归方程等方法得出了9个指标类别及感知要素,以及依次的排序和重要性程度,从而对时尚类微信公众号的营运提出建议。
As a common channel of new media communication on mobile terminal,We Chat official account is widely used in the fashion industry. The transmission mode of official account,as an important way for consumers＇ perception,decides perception imagination and affects demand motives and consuming behaviors. This paper is intended to target the clothing consumer group in college students to study their perception elements through analyzing the push contents of We Chat official accounts of fashion insiders by means of questionnaire survey. The factor analysis and regression equation methods were employed to figure out 9 indicator categories and perception elements,and the sequence and importance thereof,and suggestions on operation of We Chat official account of fashion insider were put forward on this basis.
出处
《丝绸》
CAS
CSCD
北大核心
2017年第7期46-53,共8页
Journal of Silk
基金
中央高校基本科研业务费专项资金资助项目(EG2017022)
上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107024)
东华大学非线性科学研究所专项资金资助项目(INS-1401)
关键词
微信
新媒体传播
时尚传播
消费者感知
服装消费
问卷调查
大学生
We Chat
new media communication
fashion communication
perception basics of consumers
clothing consumption
questionnaire survey
college students
