摘要
文章应用了心理学的“刺激-机体-反应”范式,选取案例企业采用虚拟形象在社交媒体中发布的广告内容作为刺激变量,进行问卷调查,并建立结构方程模型分析影响路径,探究了服装产品中虚拟形象的消费者感知价值对品牌态度和购买意愿的影响。研究结果表明,消费者对发布内容的感知形象价值、感知娱乐价值和感知社交价值可以显著影响品牌态度(包括品牌情感和品牌认知),并促进购买意愿。感知信息价值可以显著影响品牌认知,但对品牌情感的影响并不显著。研究结论可以为品牌服装企业借助虚拟形象进行社交媒体营销提供建议。
With the rising consumption power of the post-90 s and post-00 s,consumers on the fashion consumption market tend to be increasingly young.It is found that the value and self-identity behind the products have become the focus of young consumers.With the development of animation entertainment and two-dimensional culture,virtual image advertising marketing has become a commercial tool for brands to attract attention and enhance consumer stickiness.However,most of the fashion brands’ marketing of virtual images in the domestic market stays at the level of getting attention without achieving expected effect.At the same time,the phenomenon of frequent exposure or excessive consumption of virtual images in commercial activities also lead to reduced consumer sensitivity and loss of lasting vitality and commercial value of virtual images.In order to accurately match the development of virtual image advertisements with the perceived value of consumers and help fashion companies effectively use virtual image advertising for marketing,this study,based on the SOR model,discusses the impact mechanism of perceived value of social media advertisements developed by fashion brands based on virtual image on fashion consumers’ brand attitudes and purchase intentions.This research adopts the method of questionnaire survey,and selects the advertisement released by the fashion brand B.Duck on Weibo platform as the stimulus variable(S),consumers’ perceived value and brand attitudesas the organism variables(O),and purchase intentionsas the response variable(R).Through structural equation modeling and analysis of survey data,it is found that:ⅰ) the perceived image value,perceived entertainment value and perceived social value of virtual image advertising marketing content can significantly and positively affect consumers’ brand attitudes and purchase intentions;ⅱ) the perceived information value of virtual image advertising marketing content can significantly and positively affect brand cognition,but it cannot significantly and positively affect consumers’ brand emotions;ⅲ) brand emotions can significantly and positively affect consumers’ brand cognition;ⅳ) brand cognition and brand emotions can significantly and positively influence consumers’ purchase intentions.Effective virtual image advertising and marketing can help fashion brands improve consumers’ brand cognition,enhance brand emotions,and increase brand sales.Future research can be carried out from different advertising and marketing contents based on this research,to provide guidance for fashion brands to select virtual images that meet brand development and strategic goals for cooperation,and to accurately match marketing strategies such as products and marketing content,so as to fully mobilize virtual image advertising to shape brand images and enhance brand performance.
作者
陈彩霞
朱文赫
邵丹
李敏
CHEN Caixia;ZHU Wenhe;SHAO Dan;LI Min(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Donghua University,Shanghai 200051,China;Shanghai Style Fashion Design&Value Creation Collaborative Innovation Center,Donghua University,Shanghai 200051,China)
出处
《丝绸》
CAS
CSCD
北大核心
2022年第5期85-94,共10页
Journal of Silk
基金
中央高校基本科研业务费专项基金项目(2232021G-08,2232020E-03)
上海高校知识服务平台资助项目(13S107024)。
关键词
虚拟形象
社交媒体
结构方程模型
感知价值
购买意愿
virtual image
social media
structure equation model
perceived value
purchase intentions
