摘要
在全球化和经济一体化的时代背景下,服装产业构建了复杂的全球生产网络,代工制造商成为知名品牌的重要伙伴。本研究基于感知价值理论,探讨代工服装品牌通过品牌故事、环保技术、社会公益及员工关怀对消费者购买意愿的影响显得格外重要。研究结果显示,这些维度均能显著促进消费者的购买意愿,其中品牌故事与员工关怀通过感知认同对消费者的购买意愿产生影响,而环保技术与社会公益则是通过感知信任对其产生影响。因此,建议代工服装品牌应该强化这些维度,提升消费者的认同与信任,进而增强购买意愿。本研究结果为品牌运营提供了有价值的参考。
In the era of globalization and economic integration,the apparel industry has built a complex global production network,with OEM manufacturers becoming vital partners for renowned brands.Based on the theory of perceived value,this study explores the influence of OEM clothing brands on consumer purchase intention through brand stories,technology of environmental protection,public welfare,and employee care.Results indicate these dimensions significantly boost purchase intention.Specifically,brand narratives and employee care influence purchase intention through perceived identification,while environmental technology and social responsibility do so through perceived trust.It is recommended that OEM apparel brands strengthen these aspects to enhance consumer identity and trust,thereby boosting purchase intention.The findings of this study provide valuable insights for brand operations.
作者
刘万原
梁鑫
LIU Wanyuan;LIANG Xin(Shanghai University of Engineering Science,School of Management,Shanghai 201620,China)
出处
《北京服装学院学报(自然科学版)》
2025年第3期103-109,共7页
Journal of Beijing Institute of Fashion Technology:Natural Science Edition
基金
教育部人文社科青年项目(19YJC630091)。
