摘要
受科技革命和数字产业革命的共同推动,时尚产业数字化进程加速,服装展示形式逐步向三维形态演变。对服装数字展示效果的研究,以期为服装消费赋能,具有创新意义。本研究基于AIDMA模型,以服装数字展示效果为研究对象,将其维度划分为吸引注意、使产生兴趣、激发欲望、留下记忆、购买行为,并将展示类型、展示主体、新兴消费、品牌信任、用户影响作为自变量,旨在探讨影响服装数字展示效果的因素及其作用机制。研究结果显示:展示主体具有正向影响且影响程度最为显著,展示类型具有较显著的正向影响,新兴消费亦具有正向影响,而品牌信任与用户影响力则表现一般。这些发现揭示了数字展示如何赋能实体服装,为企业的优化转型提供了理论依据。
Under the joint action of the scientific and technological revolution and the digital industrial revolution,the digitalization process of the fashion industry has accelerated,and the fashion display form has gradually changed to the three-dimensional form.Exploring the digital display effect of clothing has innovative value for the empowerment of clothing consumption.Based on AIDMA model,taking the digital display effect of clothing as the research object,the dimensions of display effect are divided into attracting attention,generating interest,stimulating desire,leaving memory and purchasing behavior,and display type,display subject,emerging consumption,brand trust and user influence are selected as independent variables,aiming to explore the influencing factors and mechanism of digital display effect of clothing.The results show that the display subject has the most significant and positive influence,the display type has significant positive influence,emerging consumption has a positive impact,brand trust is not the same as user influence.The research findings analyze the mechanism of digital display enabling physical clothing,and provide ideas for promoting enterprises to optimize transformation.
出处
《网印工业》
2024年第3期58-61,共4页
Screen Printing Industry
