时尚网红参与价值共创对时尚产品设计属性影响的量表开发与实证研究

摘要

以时尚类相关产业为背景,以顾客价值共创理论为基础,探讨时尚网红参与价值共创对时尚产品设计属性的影响.通过规范的量表开发确定了时尚网红具有网络流行性、时尚性、目的性、亲民性和话题性5个独立于一般消费者的特殊属性.验证了时尚网红在价值共创中的作用,以及产品设计属性对消费者购买意愿的影响.%Based on the theories of customer value co-creation and new product development,this study constructs a theoretical model and empirically validate it using the scale of fashionable web celebrity attribute in fashion related industries.The results show that fashion web celebrity has five attributes independent with general consumer:network popularity,fashion,purpose,affinity and topic.When they participate in value co-creation,the attributes will impact on aesthetic and symbolic of product design significantly.The results deeply expands and explains the attributes of fashionable web celebrity and enriches the theory of customer value co-creation.