女装品牌直播对消费者购买意愿的影响  

The Influence of Women’s Clothing Brand Live Broadcast on Consumers’ Purchase Intention

作　　者：穆芸[1] 张雨婷 潘铮铮 孟已茹 MU Yun;ZHANG Yu-ting;PAN Zheng-zheng;MENG Yi-ru(School of Fashion,Dalian Polytechnic University,Dalian 116034,China)

机构地区：[1]大连工业大学服装学院,大连116034

出　　处：《北京服装学院学报（自然科学版）》2022年第1期55-64,共10页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：2021年度辽宁省经济社会发展研究课题“推动辽宁地区纺织服装产业集群协同发展的新布局新机制研究”(2021IxIwzzkt-072)。

摘　　要：为深入探讨服装品牌线上直播营销可行性策略,优化消费者对女装类产品的直播购物体验,从而提升购买意愿,对电商平台女装品牌直播间要素、消费情感、购买意愿理论文献进行研究分析,基于文献提取女装品牌直播要素5个维度,结合女装品牌案例进行问卷调研实证研究,通过结构方程模型对研究理论模型进行验证。研究结果表明:女装品牌直播对购买意愿直接影响最大的是消费情感,其次是商品特性。网络主播吸引力对消费情感的影响力最强,其次是品牌认知度、直播营销策略和商品特性。直播中消费情感越强,观者购买意愿水平越高。消费情感对女装品牌直播购买意愿影响因素产生中介作用。In order to provide feasible live broadcast marketing strategies for apparel companies and optimize consumers’ online shopping experience so as to enhance their purchase willingness,the study carried out a research and analysis on the e-commerce platform elements of women’s brand live broadcast,consumer emotion,and the theoretical literature of purchase intention.Five dimensions of women’s clothing brand live broadcast elements were extracted based on literature research,and the empirical research was carried out based on questionnaires on women’s clothing brand.The research theoretical model was verified by structural equation model.Research results indicate that women’s clothing brand live broadcast has the greatest direct impact on purchase intention in terms of consumer emotion,which is followed by product characteristics.The greatest contribution on consumer emotion is made by anchorman attraction,which is followed by brand recognition,live broadcast marketing strategy and product characteristics.The stronger the consumer emotion is in the live broadcast,the greater viewers’ purchase intention will be.Consumer emotion has an intermediary effect on the factors affecting consumer purchase intention in women’s clothing brand live broadcast.

关 键 词：女装品牌 直播要素 消费者 消费情感 购买意愿 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]