摘要
为分析服装色彩感知价值对品牌忠诚形成的影响机制,通过文献回顾和理论研究,构建了色彩感知价值、主动改善、品牌认同、品牌忠诚4个变量的理论模型,并提出相关假设;应用回归模型对收集的207份有效问卷进行实证分析。研究表明:服装色彩感知价值理论模型具有较好的可靠性与相关性,提出的3个假设均得到验证;消费者感知到的服装色彩价值越高,对服装品牌的认同度越高,其品牌忠诚也越高;服装品牌采取的主动改善行为可正向影响消费者品牌认同的形成;了解色彩流行趋势的消费者具备更高的色彩感知价值,更易形成品牌认同,转化为品牌忠诚。
In order to analyze the influence mechanism of clothing color perceived value on brand loyalty,through literature review and theoretical basic research,a four-variable theoretical model of color perceived value,proactive improvement,brand identity,and brand loyalty was constructed.Then,relevant hypotheses were put forward.The empirical analysis of the 207 collected valid questionnaires was carried out by regression model.The results of the research show that the theoretical model of clothing color perceived value has good reliability and relevance,and three hypotheses have been verified.The higher the value of consumers′clothing color perception,the higher the brand identity and brand loyalty formed.The proactive improvement actions taken by clothing brands can positively affect the formation of consumer brand identity.Consumers who understand the fashion color trend have higher color perceived value and are more likely to form brand identity,which translates into brand loyalty.
作者
戴雨仟
刘晓刚
DAI Yuqian;LIU Xiaogang(College of Fashion and Design, Donghua University, Shanghai 200051, China)
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2022年第4期147-152,共6页
Journal of Textile Research
基金
东华大学学科建设专项(107-20-000102)。
关键词
色彩感知价值
服装色彩
主动改善
品牌忠诚
品牌认同
color perceived value
clothing color
proactive improvement
brand loyalty
brand identity
作者简介
第一作者:戴雨仟(1996—),女,博士生,主要研究方向为服装色彩;通信作者:刘晓刚(1960—),男,教授,博士,主要研究方向为服装设计方法论,E-mail:liuxg@dhu.edu.cn。
