纺织学报 ›› 2020, Vol. 41 ›› Issue (08): 108-114.doi: 10.13475/j.fzxb.20191003407

• 服装工程 • 上一篇    下一篇

快时尚品牌形象对购买意愿的影响

安娜1, 张建磊1,2, 程隆棣2()   

  1. 1.嘉兴学院 商学院, 浙江 嘉兴 314001
    2.东华大学 纺织学院, 上海 201620
  • 收稿日期:2019-10-16 修回日期:2020-05-10 出版日期:2020-08-15 发布日期:2020-08-21
  • 通讯作者: 程隆棣
  • 作者简介:安娜(1981—),女,讲师,博士。主要研究方向为服务营销。
  • 基金资助:
    国家重点研发计划项目(2017YFB0309100)

Impact of fast fashion brand image on purchasing intention

AN Na1, ZHANG Jianlei1,2, CHENG Longdi2()   

  1. 1. College of Business, Jiaxing University, Jiaxing 314001, China
    2. College of Textiles, Donghua University, Shanghai 201620, China
  • Received:2019-10-16 Revised:2020-05-10 Online:2020-08-15 Published:2020-08-21
  • Contact: CHENG Longdi

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摘要：

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。

关键词: 快时尚, 品牌形象, 品牌认同, 时尚意识, 购买意愿

Abstract:

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.

Key words: fast fashion, brand image, brand identification, fashion consciousness, purchasing intention

中图分类号: 

  • TS941

图1

本文结构模型"

表1

样本的描述性统计结果"

指标 特征 频次 占比/%
性别 男 209 48.6
女 221 51.4
20岁以下 51 11.8
20~29岁 223 51.9
年龄 30~39岁 129 30.0
40~49岁 18 4.2
50岁及以上 9 2.1
3 000元及以下 62 14.4
3 000~6 999元 172 40.0
平均月收入 7 000~9 999元 102 23.7
10 000~14 999元 73 17.0
15 000元及以上 21 4.9
高中及以下 45 10.5
学历 大专 23 5.3
本科 314 73.0
硕士及以上 48 11.2
Zara 75 17.4
UR 10 2.3
最熟悉的
快时尚品牌		 MJstyle 19 4.4
优衣库 160 37.2
H&M 41 9.5
其他品牌 125 29.1

表2

信度分析结果"

变量名称 测试题项 克朗巴哈系数
产品形象 4 0.921
消费者形象 4 0.890
企业形象 4 0.905
时尚意识 4 0.917
品牌认同 3 0.879
购买意愿 4 0.926

表3

验证性因子分析结果"

模型 要素 CMIN CMIN/DF RMSEA CFI GFI
1 六要素模型: 产品形象、消费者形象、企业形象、时尚意识、品牌认同、购买意愿 460.134 2.140 0.052 0.972 0.914
2 五要素模型:品牌认同和购买意愿合并 652.935 2.968 0.068 0.950 0.874
3 四要素模型:产品形象、消费者形象和企业形象合并 931.851 4.160 0.086 0.919 0.808
4 三要素模型:产品形象、消费者形象和企业形象合并,品牌认同和购买意愿为合并 1 124.699 4.955 0.096 0.897 0.777
5 二要素模型:产品形象、消费者形象、企业形象和时尚意识合并,品牌认同和购买意愿合并 2 342.438 10.229 0.147 0.758 0.602
6 单要素模型 2 551.728 11.094 0.153 0.734 0.535

表4

描述性统计结果和变量间相关系数"

序号 变量名称 均值 标准差 1 2 3 4 5 6
1 产品形象 3.449 0.757 —
2 企业形象 3.431 0.757 0.688** —
3 消费者形象 3.513 0.737 0.784** 0.769** —
4 时尚意识 3.187 0.922 0.372** 0.383** 0.340** —
5 品牌认同 3.209 0.789 0.657** 0.663** 0.678** 0.551** —
6 购买意愿 3.610 0.799 0.717** 0.715** 0.741** 0.690** 0.738** —

表5

结构模型的拟合指数"

模型 CMIN CMIN/DF RMSEA CFI GFI
直接效应模型1 220.587 2.251 0.054 0.980 0.937
中介作用模型2 312.280 2.199 0.053 0.976 0.928

图2

模型及其影响路径 注:*为p<0.05; **为p<0.01。"

表6

中介效应检验结果"

中介路径 效应值 95%置信区间
下限 上限
产品形象→品牌认同→购买意愿 0.127 0.059 0.236
消费者形象→品牌认同→购买意愿 0.125 0.018 0.224
企业形象→品牌认同→购买意愿 0.116 0.031 0.239

表7

调节效应检验结果"

路径关系 时尚意识 Δx2
(卡方差异)		 结论
高 低
产品形象→购买意愿(H5a) 0.936** 0.696** Δx2=6.716,p=0.010(<0.05) 支持
消费者形象→购买意愿(H5b) 1.018** 0.883** Δx2=1.513,p=0.219(>0.05) 不支持
企业形象→购买意愿(H5c) 0.972** 0.715** Δx2=7.720,p=0.005(<0.05) 支持
产品形象→品牌认同(H6a) 0.940** 0.579** Δx2=11.842,p=0.001(<0.05) 支持
消费者形象→品牌认同(H6b) 0.949** 0.746** Δx2=2.998,p=0.083(>0.05) 不支持
企业形象→品牌认同(H6c) 0.947** 0.594** Δx2=11.391,p=0.001(<0.05) 支持
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