服装直播营销要素对消费者使用态度的影响  

Influence of Apparel Live Broadcast Elements on Consumers'Attitude Toward Using

作　　者：顾佳怡 李敏[1,2,3] GU Jiayi;LI Min(Fashion and Design College,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;Shanghai International Institute of Design and Innovation,Tongji University,Shanghai 200080,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051 [3]同济大学上海国际设计创新研究院,上海200080

出　　处：《服装学报》2020年第6期539-546,共8页Journal of Clothing Research

基　　金：上海高校知识服务平台项目(13S107024)。

摘　　要：为促进服装品牌在直播营销方向的发展,选取技术接受模型作为理论基础,通过相关文献提取影响服装消费者使用直播态度的要素;并基于问卷调研数据,采用描述性分析、相关分析及回归分析探讨消费者观看直播的行为偏好以及使用态度。研究表明:感知娱乐性、感知互动性及感知优惠性显著正向影响消费者使用态度,由此提出相应的建议。In order to promote the marketing development of clothing brands in the field of live broadcast,the technology acceptance model was selected as the theoretical basis,and the factors influencing consumers'attitude towards live broadcasting were extracted through relevant literature.Based on questionnaire survey data,several analysis namely descriptive analysis,correlation analysis and regression analysis were used to explore consumers'behavioral preferences and attitudes towards watching live broadcast.The research shows that perceived entertainment,perceived interactivity and perceived preference express significant positive effects on consumers'using attitudes,thus the corresponding suggestions are put forward accordingly.

关 键 词：服装直播营销 技术接受模型 使用态度 消费者 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]