Research On Influencing Factors And Effects Of Information Communication Of Women's Garment Shopping Guide

In the context of the rapid development of information technology,the Internet demographic dividend gradually peaked,while the offline physical store customer flow was greatly impacted.Therefore,for online businesses,they start to cultivate their own private domain flow,improve the accuracy of the service and reduce the cost.For offline stores,they actively optimize and reform,extend from offline to online,and keep up with The Times to cope with the closing of stores.At the same time,the strong consumption potential of women under the background of "her" economy shows more development opportunities and future trends for businesses.In recent years,it has become a challenge for women's wear brands to build their own private domain and achieve good communication effect in retail terminal stores through information communication of shopping guide.This paper takes the information communication of women's dress shopping guide as the research object to explore its influencing factors,communication effect and the relationship between them.Through literature research,market research and consumer in-depth interview,the theoretical model of this paper is constructed.The hypothesis was verified by consumer questionnaire survey and data analysis.Finally,according to the research results,practical experience and enterprise feedback,relevant suggestions are sorted out.The main research contents:(1)Information communication status of shopping guidesThrough the analysis of shopping mall survey and in-depth interview,the information communication of shopping guides is currently in a state where WeChat is the main platform and a variety of ways coexist.In the information communication of WeChat,one is based on the shopping guide's personal WeChat ID,and the other is based on the store's public WeChat ID.The two forms of communication complement each other.The two forms of communication can be divided into three specific ways: shopping guide information,shopping guide WeChat moments and shopping guide WeChat group.(2)Establishment of hypothesis model and questionnaire surveyUsing the literature research and in-depth interviews,together with the present situation of environment information communication,constructs the theoretical model of this paper.The model takes store service,WeChat moments,WeChat group and WeChat private messages as independent variables,trust as mediating variables,and brand loyalty as regulating variables,and psychological effect and behavioral intention effect as dependent variables.According to the preliminary survey results,the questionnaire was adjusted to form the final formal questionnaire,and the survey was carried out in four ways.(3)Data analysis and result discussionBy SPSS to analyze the data,according to the result of factor analysis to adjust the composition of the model of the independent variables,and ultimately independent variables include: shop guide service,character matching,information of WeChat moments,chat way access to information and WeChat emotional interaction,and mainly concluded the following results:(1)Information of WeChat moments,a independent variable,has a very deep and wide influence,which can affect the shopping guide trust,psychological effect and behavioral intention effect.And consumers are most concerned about the authenticity,matching and simplification of WeChat moments information.(2)The moderating variable brand loyalty only has a moderating effect on the process related to the psychological effect,but not on the process related to the behavioral intention effect.(3)Intermediary variable guide trust has a greater impact on the two forms of communication effect.(4)Individual differences of consumers have little influence on each variable,among which,shopping guide service,WeChat emotional interaction and chat way access to information will be slightly affected by individual differences.(4)Enterprise suggestionsBased on the research results and practical experience,the paper puts relevant suggestions and draws the optimization flow chart of the information from the production to the delivery of WeChat moments,so as to make the proposal more specific and operational.At the same time,some contents of the proposed scheme are adjusted and optimized through interviews with senior employees.To sum up,through this paper's exploration of the influencing factors,communication effects and the relationship between the two,it has certain reference significance for the subsequent research on the informatization communication of women's clothing brand,and has a certain guiding role for the current informatization communication of women's clothing enterprises.