摘要
为研究影响消费者购买本土运动服饰品牌跨界合作服饰产品的营销影响作用机制,通过文献阅读、深度访谈及对本土4大运动品牌跨界营销案例进行搜集分析,提取影响购买意愿的8个因子。借助TPB和SOR理论模型,构建跨界营销因子对消费者购买意愿的影响模型。基于网络问卷调研获取的数据进行因子分析与多元回归分析。结果显示:消费者的品牌认知、跨界联合评价、品质认知、线下体验、个人创新性、个人文化自信、品牌的设计创新、传播渠道8个因子均对消费者的购买意愿产生影响,其中传播渠道、个人文化自信、个人创新性3个因素的影响较大。从设计创新、开拓传播渠道、借力文化自信等方面对本土运动服饰品牌企业提出了一定的建议。
To study the mechanism of local brands’crossover marketing influence on consumers’purchase intention,eight factors affecting purchase intention were extracted through literature reading,in-depth interviews,analysis of cross-border marketing cases of four local sports brands.With the help of TPB and SOR theoretical models,the influence model of cross-border marketing factors on consumers’purchase intention was constructed.Factor analysis and multiple regression analysis were carried out based on the data obtained from network questionnaire survey.The results show that consumers’brand cognition,evaluation of cross-border,quality cognition,offline experience,personal innovation,personal cultural confidence,brands'design innovation and communication channel all have an impact on consumers’purchase intention,among these eight factors,communication channel,personal cultural confidence and personal innovation have a greater impact.In view of the above conclusions,certain suggestions can be provided for local sportswear brand enterprises from the aspects of design innovation,development of communication channels,leveraging cultural confidence and so on.
作者
左恒
鲁虹
李敏
张逸云
Zuo Heng;Lu Hong;Li Min;Zhang Yiyun(College of Fashion and Design,Donghua University,Shanghai/China)
出处
《国际纺织导报》
2023年第5期41-47,共7页
Melliand China
