品牌服装广告宣传模式、产品涉入度与消费者冲动购买关系研究

Research on the Relationship between Brand Clothing Advertising Mode, Product Involvement and Consumers’Impulse Buying

摘要: 随着服装市场不断壮大，服装品牌利用不同广告模式进行产品宣传，但不同广告模式对消费者冲动购买的影响程度各不相同，因此探讨广告的宣传模式与消费者冲动购买间的关系具有重要意义。本文通过文献总结与市场调研，总结线上广告、橱窗广告、卖场广告、地板广告以及宣传牌广告这五个宣传模式，以产品涉入度作为中介，构建广告宣传模式、产品涉入度与消费者冲动购买三者间的理论模型。将调研所得数据经因子分析与回归分析后得出结论，即：宣传牌广告、橱窗广告、卖场广告及线上广告对消费者冲动购买影响显著；地板广告对冲动购买影响不显著；其影响程度为：宣传牌广告 > 橱窗广告 > 卖场广告 > 线上广告。产品涉入度在广告宣传模式与冲动购买间起到中介作用。最后根据实证分析结果，为服装企业广告宣传提供相关建议。

Abstract: With the continuous growth of the clothing market, clothing brands use different advertising models for product promotion, but different advertising models have different effects on consumers’ impulse buying. Therefore, it is of great significance to explore the relationship between advertising models and consumers’ impulse buying. Through literature review and market research, this paper summarizes the five publicity modes of online advertising, window advertis-ing, store advertising, floor advertising and billboard advertising. Taking product involvement as an intermediary, this paper constructs a theoretical model between advertising mode, product involvement and consumer impulse buying. The survey data by factor analysis and regression analysis concluded that: billboard advertising, window advertising, store advertising and online advertising on consumer impulse buying significantly; floor advertising has no significant effect on impulse buying; its influence degree is: billboard advertisement > window advertisement > store advertisement > online advertisement. And product involvement plays an intermediary role between advertising model and impulse buying. Finally, according to the results of empirical analysis, it provides relevant recommendations for advertising clothing business.