丝绸2017，Vol.54Issue(7)：46-53,8.DOI:10.3969/j.issn.1001-7003.2017.07.008
微信时尚传播与大学生服装消费感知探析
Analysis of perception basics of college students` clothing consumption andfashion communication via WeChat
摘要
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 imagination and affects demand motives and consuming behaviors.This paper is intended to target the clothing consumer group in college 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 forward on this basis.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Key words
WeChat/new media communication/fashion communication/perception basics of consumers/clothing consumption/questionnaire survey/college students分类
轻工纺织引用本文复制引用
孟虎,时昱,杨以雄,李敏,杨莹婕..微信时尚传播与大学生服装消费感知探析[J].丝绸,2017,54(7):46-53,8.基金项目
中央高校基本科研业务费专项资金资助项目(EG2017022) （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) （海派时尚设计及价值创造协同创新中心）
东华大学非线性科学研究所专项资金资助项目(INS-1401) （INS-1401）
