直播互动因子对服装消费者购买意愿的影响  

Impact of Live Broadcast Interaction Factors on Purchasing Willing of Clothing Consumers

作　　者：杨子田[1] 邹钰伊 张丹蕾 Yang Zitian;Zou Yuyi;Zhang Danlei(College of Fashion Design,Donghua University,Shanghai 200051)

机构地区：[1]东华大学服装与艺术设计学院,上海200051

出　　处：《山东纺织经济》2021年第10期5-12,共8页Shandong Textile Economy

摘　　要：网络直播作为一种新兴的互动营销模式,凭借强大的沟通性和导流能力为服装企业带来可观的销量。通过文献研究和市场调研的方法,构建了服装品牌直播互动营销对消费者购买意愿影响的逻辑模型。基于问卷调研数据,采用相关性分析和回归分析方法进行实证研究。结果表明:直播的互动环境和互动特性会对消费者购买意愿产生显著正向影响,互动对象和互动内容对购买意愿无显著影响,且信任对互动特性中的趣味性和优惠活动具有部分中介效应。由此,从消费者感知的角度提出商家进行直播互动的营销建议。As a newly-emerging interactive marketing model,the internet live broadcast brings substantial sales to the clothing enterprises via powerful communication and flow conductivity.Through the methods of literature review and market investigation,the logic model about the impact of live broadcast interactive marketing of clothing on the purchasing willing of the consumers is established.Based on the survey data of questionnaire,the empirical research is conducted through correlation analysis and regression analysis.The results show that the interactive environment and characters of live broadcast make a significant positive effect on the purchasing willing of the consumers,the interactive objects and interactive contents make no obvious effects on the purchasing willing of the consumers,and the trust makes partial intermediate effect on the interestingness and special offers of the interactive characters.Therefore,the marketing suggestions for the live interactive broadcast are proposed from the perspective of consumers’perception.

关 键 词：服装品牌 直播营销 互动因子 服装款式 购买意愿 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]