摘要
随着互联网的发展,如何利用网络直播进行有效的营销来提高商业转化率成为服装企业的重大挑战。本文从企业视角出发,通过文献总结和理论分析,提出相应的研究假设,并构建网络直播对服装消费者购买意愿影响的逻辑模型;基于问卷调研数据,通过因子分析和回归分析法进行实证分析。结果发现:直播播主、直播形式和产品信息对服装购买意愿有显著的正向影响;其中,感知价值在直播播主和直播形式影响服装购买意愿的关系中起部分中介作用,在产品信息影响服装购买意愿的关系中起完全中介作用。针对以上结论,服装直播营销需要在直播播主、直播形式、产品信息、感知价值方面进行改进,促使服装直播营销快速成熟。
With the development of the Internet, it has become a major challenge for apparel enterprises to improve the commercial conversion rate through effective marketing through network broadcast. From the perspective of enterprises, corresponding research hypotheses were proposed through literature review and theoretical analysis, and a logical model of the impact of network broadcast on clothing consumers’ purchase intention was constructed. Based on questionnaire survey data, empirical analysis was conducted by factor analysis and regression analysis. The results showed that the host, the form and the product information of the live broadcast had a significant positive influence on the clothing purchase intention. Among them, perceived value plays a partial mediating role in the relationship between the live broadcast host and the live broadcast form, and a complete mediating role in the relationship between product information and the clothing purchase intention. In view of the above conclusions, clothing live broadcast marketing needs to be improved in terms of live broadcast host, live broadcast form, product information and perceived value, so as to promote the rapid maturity of clothing live broadcast marketing.
作者
许贺
曲洪建
蔡建忠
XU He;QU Hong-jian;CAI Jian-zhong(Fashion College,Shanghai University of Engineering Science,Shanghai 201620,China;Jiangsu Dongfang Shenghong Co.,Ltd.,Suzhou,Zhejiang 215228,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2020年第2期88-94,共7页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
上海市政府决策咨询重点课题(2018-A-035)。
关键词
网络直播
感知价值
购买意愿
live webcast
perceived value
purchase intention
