工商管理学院知识库

近年来，移动互联网和自媒体快速普及，网络购物市场迎来了广阔的发展空间，同时出现数以万计的网络红人，形成了网红经济，打造出一众以女装为代表的网红品牌。伴随着网红品牌消费群体的成长，网红女装品牌未来发展潜力巨大，同时也面临更加激烈的市场竞争。网红女装品牌若想快速精准地获取忠实客户，扩大市场占有率，并使其产生持续购买的意愿，塑造优良的品牌形象至关重要。

品牌形象代表着消费者潜意识中对产品的整体感知，是影响购买意愿的主要因素，也是企业品牌存续必要的无形资产。消费者对品牌的整体认知会转化为信任度，进而影响购买意愿的产生。本文以网红女装品牌的主要受众女性大学生这一消费群体为调查对象，对网红女装的品牌形象、品牌信任和女性大学生购买意愿的关系进行分析，拓宽了网红女装品牌的研究路径，具有重要的理论意义；另外本研究以网红女装品牌为研究对象，为品牌形象与购买意愿之间的关系研究提供新的视角，对一系列网红品牌如何提高消费者的购买意愿提供理论依据。

本文以刺激-有机体-反应模型和线索利用理论为理论基础，以品牌信任为中介变量，来研究和解释网红女装品牌形象对女性大学生购买意愿的影响过程，同时探讨了感知质量在这个过程中是否起调节作用。本文通过问卷调查法获取了所需数据，运用统计分析软件SPSS26.0检验所提出的研究假设。证实了以下结论：（1）网红女装品牌形象及三个维度对女性大学生的购买意愿具有显著的正向作用；（2）网红女装品牌形象及三个维度对品牌信任具有显著的正向作用；品牌信任对女性大学生购买意愿具有显著的正向作用；（3）品牌信任在网红女装品牌形象对女性大学生购买意愿影响过程中起明显的中介作用；（4）感知质量在品牌信任对女性大学生购买意愿影响过程中起明显的调节作用。

In recent years, mobile Internet and we media have been rapidly popularized, and the online shopping market has ushered in a broad space for development. More than one million Internet celebrities have emerged, forming a new economic form - the Internet celebrity economy. With the growth of the consumer groups, the womenswear brands of Internet celebrities will usher in a broader development space and face a more intense competitive environment in the future. If womenswear brands of Internet celebrities want to quickly and accurately acquire loyal customers, expand market share, and make them willing to buy continuously, it is very important to build a good brand image.

Brand image represents the overall perception of the product in the subconscious of consumers, is the main factor affecting the purchase intention, and is also an intangible asset necessary for the survival of the corporate brand. Consumers' overall perception of a brand will be transformed into trust, which in turn will affect the purchase intention. This paper takes female college students, the main audience of the womenswear brands of Internet celebrities, as the survey object, and analyzes the relationship between the brand image, brand trust and female college students' purchase intention of the womenswear brands of Internet celebrities, and broadens the research path. Have important theoretical significance;In addition, this study takes the womenswear brands of Internet celebrities as the research object, provides a new perspective for the research on the relationship between brand image and purchase intention, and provides a theoretical basis for how a series of Internet celebrity brands can improve consumers' purchase intention.

Based on the S-O-R model and cue-utilization theory, and brand trust as an intermediary variable, this paper studies and explains the influence process of online celebrity womenswear brand image on female college students' purchase intention, and also explores whether perceived quality plays a moderating role. The data was collected by questionnaire survey, and analyzing the data and verifying the hypothesis by SPSS26.0 . This paper draws the following main conclusions: (1) The womenswear brands image of Internet celebrities and its three dimensions have a significant positive effect on female college students' purchase intention; (2) The womenswear brands image of Internet celebrities and three dimensions have a significant positive effect on brand trust; brand trust has a significant positive effect on brand trust; Female college students' purchase intention has a significant positive effect; (3) Brand trust plays an obvious mediating role in the influence of The womenswear brands image of Internet celebrities on female college students' purchase intention; (4) The impact of perceived quality on brand trust on female college students' purchase intention play a significant regulatory role in the process.