The Impact Mechanism of App-Grass Planting Effect planting on consumer satisfaction of Chinese national fashion products
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This study examines the causal mechanism of the grass-planting effect—a form of user-generated content prevalent on Chinese social media—and its influence on consumer satisfaction toward China-Chic fashion products. Based on the Stimulus–Organism–Response (S-O-R) model, the research investigates the mediating roles of perceived value, perceived quality, and brand image. A quantitative survey method was employed, collecting data from 500 respondents with prior experience engaging with grass planting content and purchasing China-Chic fashion. Structural Equation Modeling (SEM) using AMOS was conducted to test the hypothesized model. The model demonstrated acceptable fit indices (χ²/df = 2.14, CFI = 0.96, TLI = 0.95, RMSEA = 0.048, SRMR = 0.041), explaining 45% of the variance in consumer satisfaction (R² = 0.45). Key findings revealed that the grass planting effect had significant positive indirect effects on satisfaction through all three mediators. The path coefficient from grass planting to perceived value was β = 0.65 (p < 0.001), to perceived quality β = 0.58 (p < 0.001), and from brand image to satisfaction β = 0.72 (p < 0.001). Interestingly, a negative direct effect of grass planting on satisfaction was observed (β = –0.49, p < 0.05), indicating potential oversaturation or consumer skepticism when content is perceived as inauthentic. This study contributes to the digital marketing literature by extending the S-O-R framework into the cultural fashion domain. It offers strategic implications for marketers, emphasizing the need to shift from superficial virality to authentic storytelling, brand consistency, and emotional resonance to foster sustainable consumer engagement.
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บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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