摘要
互联网高速发展背景下,服装测评信息对服装消费者行为决策产生较大影响。文章通过文献梳理与分析,基于详尽可能性模型,分别从用户处理信息的中心路径线索(内容专业性与内容丰富性)和边缘路径线索(内容吸引力与内容交互性)探究服装测评信息特征对消费者购买意愿的影响机制,并通过问卷调研对数据进行实证检验。结果发现:服装测评信息的专业性、丰富性、吸引力与交互性对购买意愿正向影响显著;感知信任在中心路径线索与购买意愿之间存在中介作用;情感态度在服装测评信息两个路径线索与购买意愿之间均存在中介作用;认知需求正向调节中心路径线索对感知信任的影响,负向调节边缘路径线索对情感态度的影响,但在中心路径线索对情感态度的调节作用不显著。研究结果有助于理解内容营销影响消费意愿形成的内在逻辑,为服装从业者制定适当的企业发展战略提供指导。
Under the tide of rational consumerism,consumers are increasingly inclined to purchase clothing with higher cost-effectiveness.The rapid development of the internet enables consumers to understand clothes by searching a large amount of product-related information.Clothing evaluation information not only provides detailed descriptions and professional opinions about products but also serves as a new communication channel between consumers and brands through outfit sharing,personalized recommendations,and interactive elements such as Q&A and comments.However,the overabundance of reviews on social media,coupled with issues like exaggerated advertising and commercialized reviews,has led to widespread trust concerns.To address this,brands urgently need to explore the most effective formats for clothing evaluation.This study explores the influence of clothing evaluation information characteristics on consumers’purchase intention,so as to provide theoretical guidance for apparel companies in designing content marketing strategies.Through literature review and analysis,Elaboration Likelihood Model(ELM)can provide an effective research framework for information processing and explain how different informational cues influence consumers’attitudes and purchase intention.Based on this model,the study classifies user information processing path cues into central path cues(content professionalism and richness)and peripheral path cues(content attractiveness and interactivity),and introduces perceived trust and emotional attitude as mediating variables and cognitive demand as a moderating variable to explore the mechanisms through which clothing evaluation information characteristics influence purchase intention.The data obtained from questionnaire survey are empirically tested.Regression analysis is employed to test the direct effects of different clothing evaluation information characteristics on purchase intention,and Bootstrap method is used to examine the mediating roles of perceived trust and emotional attitude,as well as the moderating effects of cognitive demand on these two mediating paths.The results demonstrate that content professionalism,content richness,content attractiveness,and content interactivity of clothing evaluation all have significant positive effects on purchase intention.Consumer perceived trust has a mediating effect between central path cues and consumers’purchase intention.Emotional attitude has a mediating effect between four path cues and consumers’purchase intention.Cognitive demand positively moderates the influence of central path cues on perceived trust,negatively moderates the influence of peripheral path cues on emotional attitudes,and has no significant effect on the influence of central path cues on emotional attitudes.This study contributes to the understanding of the internal formation logic in content marketing influencing the formation of purchase intention and provides guidance for clothing enterprises to formulate appropriate business development strategies.Future research could expand the research scope by exploring the influence mechanism of other research variables such as content information source characteristics on clothing evaluation content.Advanced equipment,such as eye-tracking devices and electrocardiograms,could also be employed to help brands optimize content marketing and enhance consumer engagement.
作者
杨珩宇
朱奕
YANG Hengyu;ZHU Yi(a.College of Fashion and Design,Ministry of Education,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China)
出处
《丝绸》
北大核心
2025年第3期89-97,共9页
Journal of Silk
基金
中央高校基本科研业务费专项基金项目(2232020G-08)。
关键词
服装测评信息
购买意愿
消费者信任
情感态度
认知需求
详尽可能性模型
clothing evaluation information
purchase intention
consumer trust
emotional attitude
cognitive demand
elaboration likelihood model
