信息传播理论视角下影响虚拟服装购买意愿的研究
Research on the Influence of Virtual Clothing Purchase Intention from the Perspective of Information Transmission Theory

近年来，元宇宙、虚拟数字人、数字藏品和虚拟服装等数字时尚概念走进大众视野。在实践中，数字时尚平台为虚拟服装提供了展示空间，但其还处于探索阶段，主要功能板块和运营模式尚不完善，这在很大程度上影响了消费者的线上体验、价值感知和消费意愿。从信息传播理论的视角出发，文章分析信息特性、信息来源者特性和信息接收者特性来探究其对消费者购买意愿的影响，准确把握消费者心理需求和时尚诉求，最终从提升虚拟服装以虚促实的现实价值、筛选时尚领袖以及注重社交圈层文化等方面对消费者的影响，从而指导数字时尚平台在虚拟服装领域深入布局和可持续运营。
In recent years, digital fashion concepts such as metaverse, virtual human, digital collection and virtual clothing have come into public view. In practice, the digital fashion platform provides a display space for virtual clothing, but it is still in the exploratory stage, and the main functional modules and operation mode are not perfect, which greatly affects the online experience, value perception and consumption willingness of consumers. From the perspective of information transmission theory, this paper analyzes the characteristics of information, information source and information recipient to explore their impact on consumers’ purchase intention, accurately grasp consumers’ psychological needs and fashion demands, and finally, from the aspects of enhancing the value of virtual clothing to promote reality, screening fashion leaders and paying attention to social circle culture, etc. This will guide the in-depth layout and sustainable operation of the digital fashion platform in the field of virtual clothing.