| From the perspective of the demand of the apparel market,the homogenization of domestic apparel products is serious and lacks characteristics,leading to the loss of consumers and the failure to improve sales performance due to loss of competitiveness.How to develop products that meet consumers’ perceptual needs is an important issue faced by practitioners in the apparel industry.Color has been widely researched and applied in various fields.Marketers have fully explored the value of color and used color to increase the brand’s high added value.Among the many values of clothing,color perceived value is more prominent among clothing brands due to its unique visual perception,natural association and economic utility,which has become an important means to meet the spiritual needs of consumers and increase purchase willingness.The perceived value of clothing and accessories color refers to the overall subjective evaluation of the effectiveness of clothing and accessories by consumers through the various elements(aesthetic value,functional value,emotional value and social value)of perceived value.The academia’s research on the perceived value of clothing and accessories color is not systematic,and mature measuring tools have not yet been formed,and the empirical research on the mechanism of its influence on purchase intention is lacking.Therefore,it is necessary to study how the perceived value of and accessories color affects consumers’ purchase intentions,quantify the relationship between clothing color perception and consumption,and provide guidance and suggestions for improving sales capabilities in many areas such as apparel product design and sales.This article is based on the analysis of the impact of apparel color perceived value on consumers’ purchase expectations.It takes apparel color as the research object,combined with literature analysis,in-depth interview,questionnaire survey,regression analysis,simple effect analysis and other research methods,mainly including apparel color Conceptual definition of perceived value,dimensional composition and scale development;then,the developed scale is verified,and the mature perceived value is selected to make a meaningful theoretical framework for purchase to further check the validity of the scale,and according to the apparel color perceived value dimension Result analysis of the degree of influence;Finally,the scale has been developed to study the influence of apparel color perceived value on consumers’ purchase intention.Based on the systematic research of apparel color perceived value,the following research was carried out in accordance with the research idea of "problem-development scale-scale verification-scale application" :(1)Literature review.Through literature analysis of apparel color,perceived value,apparel color and purchase expectations,apparel color perceived value and brand saliency,brand saliency and product type,first,the concept of apparel color has not been clearly defined,Lack of theoretical support,so in the follow-up research,relying on the theory of perceived value,to further analyze the consumer psychology sources and dimensions of clothing color perceived value.Secondly,the quantitative research of apparel colors in academic circles mainly starts from the physical attributes of colors,a single monochrome or a few color contrast combinations,and the appearance of apparel colors is often composed of complex multiple colors.Consumers’ perception of apparel product colors It is subjective,abstract and complex,and color is often difficult to encode and measure.As a measurement tool,the scale tries to determine the subjective,abstract concept of quantitative measurement procedures,so it is aimed at the research object of clothing color It is possible to measure consumers’ subjective evaluation of apparel color characteristics through scales.In the existing research,there is no mature scale that can be used for the measurement of apparel color variables,so it is necessary to develop corresponding scales.Finally,based on the existing literature and brand practical experience,among the influences of apparel color perceived value on consumers’ purchase intention,the influence of the brand color saliency and product types affected by the impact of the current,the current academic research on the relationship between the three literature In the past,research focused on the concept of brand saliency,and color saliency is an analysis of the brand ’s prominence from a new perspective,focusing on whether the brand has a prominent corporate standard color,product color and packaging color,etc.Help the observer identify the brand.Therefore,the influence mechanism of apparel color perceived value,brand color saliency and product type on consumer purchase expectations still needs further analysis and empirical research.(2)Establish the integration and development scale of apparel color perceived value scale,namely PVCAC scale(The scale of the perceived value of the clothing and accessories color)scale.Based on the sorting of the scale of perceived value and the theoretical research on the color characteristics of clothing,then 50 consumers were interviewed and analyzed.Based on the previous scale items,42 pool items were generated;through 48 experts and Consumers scored,deleted low-rated items,and finally retained 23 initial items;collected 519 questionnaire survey data,passed reliability and validity test,exploratory factor analysis,extracted aesthetic value,functional value,emotional value and society Value these four factors,delete 7 items that do not meet the principle,and retain 16 items.And adopt the predecessor scale development program,and retain the three items with the highest reliability index of each factor,a total of 12 items;using confirmatory factor analysis,the four-factor model of apparel color perceived value was determined,including aesthetic,Function,emotion and society 4 perceived value dimensions,each dimension contains three items,forming a total of 12 measurement items of clothing color perceived value simplicity scale.(3)Verification and result analysis of apparel color perceived value scale.In order to further verify the apparel color perceived value scale,we will accept and purchase the expected effect variable,put forward research hypotheses according to the mature theoretical framework of the predecessors,and verify the hypothesis and the theoretical framework,thus testing the increase validity and rule effect of the scale degree.At the same time,it analyzes the influence mechanism of the four dimensions of apparel color perceived value on consumers’ purchase intention.(4)In order to further study the influence mechanism of apparel color perceived value on purchase expectations,dating brand color saliency and product type concepts,analyze apparel color perceived value and purchase expectation,apparel color perceived value and brand color saliency,brand color The relationship between significance and product type.Based on the theoretical research in this chapter and practical experience such as brand color cases,the research hypothesis is put forward,that is,under different levels of brand color saliency and product type,the perceived value of apparel color has a different effect on the purchase of meaningful.Subsequent design research program,using the experimental method,conducted 2(brand color significance: high VS.low)* 2(color perceived value: high VS.low)* 2(product type: genuine VS.counterfeit)experiment.The results show that the brand color saliency,apparel color perceived value,and product category have significant differences in their purchase intentions.Specifically,in the case of low brand color saliency and the product category is genuine,consumers have stronger purchasing expectations for products with high color perceived value than products with low color perceived value;in high brand color saliency,When the product category is counterfeit,consumers have a lower color perceived value than products with high color perceived value.At the same time,product attitudes are influenced by brand color saliency,color perceived value,and product category on purchase intention.,Play a complete intermediary role.(5)On the basis of empirical research on the impact of scale development and apparel color perception on consumer purchase expectations,theoretic applications and marketing recommendations are proposed.This article expands the knowledge of perceived value theory in the field of clothing color by developing and verifying the clothing color perceived value scale.The improvement of apparel color perceived value scale further discusses the color evaluation method in apparel product design,establishes a quantitative system of apparel color and consumer behavior,and provides alternatives for subsequent research.At the same time,the three aspects of apparel color perceived value,brand color saliency and product type are alternated to a theoretical framework,which has opened up the field of research in the field of apparel marketing.Secondly,this study helps practitioners understand how consumers can propose marketing applications based on apparel brand visual planning,apparel product design and apparel product sales based on apparel brand color saliency and product types.The results are helpful for product color design,packaging color design,brand visual recognition system development and brand color visual personality integration planning and other related visual designs,providing countermeasure suggestions for apparel companies and brands,and providing support for enhancing consumer purchase expectations. |
