微信平台上服装品牌形象对消费者购买与传播意愿的影响

为深入探究多媒体形态下消费者购买服装的影响因素,基于分众传播理论,研究了微信平台上服装品牌形象对消费者购买意愿的影响。首先提炼出微信平台服装品牌形象构成维度,包括产品形象、宣传形象、企业形象和网络平台形象;其次,通过问卷法调查消费者对各维度的感知情况及其对购买意愿与分享意愿的影响。数据分析结果表明,消费者对服装品牌形象各维度感知差异正向影响其购买意愿与分享传播意愿,其中:网络平台形象和企业形象对购买意愿影响最为显著;网络平台形象和产品形象对分享传播意愿影响最为显著。在此基础上,从重视差异化需求、巧用视觉设计、建立受众反馈机制等方面提出微信平台上服装品牌形象塑造和传播建议。

Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform

In order to further explore the influencing factors of consumers' clothing purchase through multimedia,the influence of clothing brand image on consumers' purchase willingness on WeChat platform was studied based on focus communication theory. Product image, publicity image, corporate image and network platform image were put forward as WeChat platform clothing brand image dimensions. Questionnaire survey was conducted to investigate consumers' perception of each dimension and their willingness to purchase and share. The results show that consumers' value perception difference in each dimension is found to have a positive impact on their purchase intention and willingness to share and spread, and that the network platform image and corporate image have the most significant influence on the purchase intention, network platform image and product image have the most significant influence on the willingness to share and spread. Furthermore, brand image building and communication mechanism of WeChat platform under the application of focus media is analyzed and discussed in this paper. On this basis, suggestions are put forward on the clothing brand image building and communication in WeChat platform in terms of attaching importance to differentiated needs, using visual design and establishing audience feedback mechanism.