快时尚品牌形象对购买意愿的影响

为探究快时尚品牌形象对消费者购买意愿的影响机制,构建了一个包含品牌形象、品牌认同、时尚意识、消费者购买意愿在内的结构模型。通过对430名消费者的问卷调查,运用结构模型与Bootstrap分析方法对模型进行实证检验。研究结果表明:快时尚品牌形象包括产品形象、消费者形象和企业形象,其对消费者的购买意愿有显著影响,消费者的品牌认同在其中起中介作用;消费者的时尚意识在产品形象和企业形象对品牌认同和消费者购买意愿的影响中起着调节作用,但其在消费者形象与品牌认同、购买意愿的关系中的调节作用不显著。最后根据研究结果为快时尚企业提出增强消费者品牌购买意愿的具体建议。

Impact of fast fashion brand image on purchasing intention

To better understand how fast fashion brand image influences consumer's purchasing intention, a structure model including brand image, brand identification, fashion consciousness and purchasing intention was built. Through the questionnaire survey from 430 consumers,this paper used structural model and Bootstrap analysis to test the research hypothesis. The result finds out that product image, consumer image and corporate image have a significant impact on customer's purchasing intention, and the brand identification plays an intermediary role between them. In addition,fashion consciousness plays a significant moderating role in the impact of product image and corporate image on brand identification and purchasing intention, but the moderating effect among the relationship of customer image, brand identification and purchasing intention is not significant.The results may become the theoretical basis and reference for fast fashion enterprise strengthening consumer's brand purchasing intention.