|本期目录/Table of Contents|

[1]孟 虎,时 昱,杨以雄,等.微信时尚传播与大学生服装消费感知探析[J].丝绸,2017,54(7):071108.
 MENG Hu,SHI Yu,YANG Yixiong,et al.Analysis of perception basics of college stude nts clothing consumption and fashion communication via WeChat[J].Journal of Silk,2017,54(7):071108.
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微信时尚传播与大学生服装消费感知探析(PDF)
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《丝绸》[ISSN:1001-7003/CN:33-1122/TS]

卷:
54
期数:
2017年7期
页码:
071108
栏目:
研究与技术
出版日期:
2017-07-20

文章信息/Info

Title:
Analysis of perception basics of college stude nts clothing consumption and fashion communication via WeChat
文章编号:
1001-7003(2017)00-0000-00
作者:
孟 虎时 昱杨以雄李 敏杨莹婕
1.东华大学 a. 服装与艺术设计学院;b.现代服装设计与技术教育部重点实验室;c.海派时尚设计及价值创造协同创新中心,上海 200051 ;2.四川大学 轻纺与食品学院,成都 610065
Author(s):
MENG Hu SHI Yu YANG Yixiong LI Min YANG Yingjie
 1a. College of Fashion and Design; 1b. Key Laboratory of Clothing Design and Technology, Ministry of Education; 1c. Shanghai Style Fashion Design & Value Creation Knowledge Service Center, Donghua University, Shanghai 200051 , China; 2. College of Light Industry, Textile and Food Engineering, Sichuan University, Chengdu 610065, China
关键词:
微信新媒体传播时尚传播消费者感知服装消费问卷调查大学生
Keywords:
WeChat new media communication fashion communication perception basics of consumers clothing consumption questionnaire survey college students
分类号:
TS941.1
doi:
-
文献标志码:
A
摘要:
微信公众号作为移动新媒体传播的常见手段,广泛应用于时尚行业中得到。公众号推送内容作为消费者感知的重要途径,其传播方式决定了感知印象并进而影响需求动机和消费行为。文章以大学生服装消费群体为研究对象,以微信公众号作为研究移动新媒体传播手段的切入点,通过对时尚类微信公众号推送内容的解析,对大学生服装消费群体的感知要素进行问卷调查,运用因子分析和回归方程等方法得出了9个指标类别及感知要素,以及依次的排序和重要性程度,从而对时尚类微信公众号的营运提出建议。
Abstract:
As a common channel of new media communication on mobile terminal, WeChat official account is widely used in the fashion industry. The transmission mode of official account, as an important way for consumers’ perception, decides perception i magination and affects demand motives and consuming behaviors. This thesis is intended to target the clothing consumer group in co llege students to study their perception elements through analyzing the push contents of WeChat official accounts of fashion insiders by means of questionnaire survey. The factor analysis and regression equation methods were employed to figure out 9 indicator categories and perception elements, and the sequence and importance thereof, and suggestions on operation of WeChat official account of fashion insider were put fo rward on this basis.

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备注/Memo

备注/Memo:
基金项目:中央高校基本科研业务费专项资金资助项目(EG2017022);上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107024);东华大学非线性科学研究所专项资金资助项目(INS-1401)
收稿日期:2016-11-09
修回日期:2017-00-00
作者简介:孟虎(1993—),男,硕士研究生,研究方向为服装设计与工程
通信作者:杨以雄,教授,yyx@dhu.edu.cn
更新日期/Last Update: 2017-06-19