A Study on the Influencing Factors of the Expression Characteristics of Wedding Photography on Customer Preference
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초록
This study aims to reveal the influencing factors of the expression characteristics of wedding photography on customer preference to provide a reference for effective visual marketing strategies for photography studios. Using the literature research method, this study explores the influence of fashion, artistry, and conceptualization of wedding photography on consumer preference for the brand and constructs the influence path through the dual mediation model. This study uses factor analysis, validating factor analysis, and structural equation model tests for empirical analysis. The results of the study show that the expression characteristics of wedding photography indirectly influence consumer preference for the brand through the evaluation of advertising attitude and brand awareness, with conceptualization having the strongest influence on the formation of consumer preference for wedding photography brands.
Abstract
This study aims to reveal the influencing factors of the expression characteristics of wedding photography on customer preference to provide a reference for effective visual marketing strategies for photography studios. Using the literature research method, this study explores the influence of fashion, artistry, and conceptualization of wedding photography on consumer preference for the brand and constructs the influence path through the dual mediation model. This study uses factor analysis, validating factor analysis, and structural equation model tests for empirical analysis. The results of the study show that the expression characteristics of wedding photography indirectly influence consumer preference for the brand through the evaluation of advertising attitude and brand awareness, with conceptualization having the strongest influence on the formation of consumer preference for wedding photography brands.
참고문헌 (13)
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