Research on the influence of online celebrity marketing on apparel consumers willingness to buy

摘要：

　　Online celebrity marketing enriches the way of sales of clothing products, and the influence of marketing on apparel consumers willingness to purchase has certain theoretical and practical value.Through the literature summary and theoretical analysis of the marketing mode of the online celebrity, the paper puts forward the corresponding research hypothesis and constructs the logical model, chooses the suitable measure index, based on the questionnaire research data, uses the factor analysis and the regression analysis method,has empirically analyzed the online celebrity marketing element to the purchase intention concrete influence.The research results show that: the factors of the image of online celebrity, product information,promotion and interaction, personalized service elements, and perceived value factors with intermediary function are all influencing the purchase intention of apparel consumers, and the importance of the influence is as follows: Perceived value factor>personalized service factor> the image of online celebrity factor>product information factor >Promotion and interactionfactor.From the point of view of the consumer, this paper puts forward the strategy of marketing innovation development of the online celebrity.

关键词： Online celebrity marketing apparel consumer willingness to buy

作者: Tingting Lin

作者单位: Shanghai University of Engineering Science, Guang Fu Lin Road, Shanghai, 200000, China

会议类型: 国际会议

会议名称: 2018上海纺织服装创意创新研究生学术论坛暨第十二届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 142-150

在线出版日期: 2018-10-23（万方平台首次上网日期，不代表论文的发表时间）