Effect of clothing brand image on consumer purchase and communication willingness on WeChat platform

被引：0
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作者：
Du, Qinying [1 ]
Chen, Shu [1 ]
Chen, Lihong [1 ]
机构：
[1] School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai,201620, China
来源：
Fangzhi Xuebao/Journal of Textile Research | 2020年 / 41卷 / 04期
关键词：
In order to further explore the influencing factors of consumers' clothing purchase through multimedia; the influence of clothing brand image on consumers' purchase willingness on WeChat platform was studied based on focus communication theory. Product image; publicity image; corporate image and network platform image were put forward as WeChat platform clothing brand image dimensions. Questionnaire survey was conducted to investigate consumers' perception of each dimension and their willingness to purchase and share. The results show that consumers' value perception difference in each dimension is found to have a positive impact on their purchase intention and willingness to share and spread; and that the network platform image and corporate image have the most significant influence on the purchase intention; network platform image and product image have the most significant influence on the willingness to share and spread. Furthermore; brand image building and communication mechanism of WeChat platform under the application of focus media is analyzed and discussed in this paper. On this basis; suggestions are put forward on the clothing brand image building and communication in WeChat platform in terms of attaching importance to differentiated needs; using visual design and establishing audience feedback mechanism. Copyright No content may be reproduced or abridged without authorization;
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页码：149 / 154
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