直播模式下服装消费者持续购买意愿的影响因素  

Influence factors of clothing consumers′continuous purchase intention under live broadcast

作　　者：张梦琪 陈彩霞[1,2] 李敏[1,2] ZHANG Mengqi;CHEN Caixia;LI Min(College of Fashion&Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design&Technology,Ministry of Education,Donghua University,Shanghai 200051,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

出　　处：《毛纺科技》2023年第7期76-82,共7页Wool Textile Journal

基　　金：中央高校基本科研业务费专项资金资助项目(2232020G-08,2232020G-03);上海高校知识服务平台资助项目(13S107024)。

摘　　要：为探究消费者在直播渠道下对服装持续购买意愿的影响因素,以期望确认模型为理论框架,将社会临场感作为扩展变量纳入理论框架中进行考察。通过对193位在直播间购买过服装的消费者进行问卷调查,运用SPSS17.0与AMOS24.0对数据进行分析和建模。研究结果表明:期望确认值正向影响感知价值与满意度;感知价值与满意度是驱动消费者持续购买服装的主要因素;消费者在直播间感受到的社会临场感正向影响感知价值,而社会临场感对持续购买意愿无影响。该研究丰富了直播电商情境下消费者决策行为相关研究,拓展了消费者感知价值在营销领域的应用,同时为直播电商研究提供理论依据,为服装企业的电商直播提供一定借鉴。In order to explore the influencing factors of consumers′willingness to continue buying clothing under live streaming channels,the expectation confirmation model was taken as the theoretical framework,and social presence as an extended variable was included in the theoretical framework for investigation.Through a questionnaire survey of 193 consumers who had bought clothes in the broadcast room,SPSS17.0 and AMOS24.0 were used to analyze and model the data.The results show that expectation validation positively affects perceived value and satisfaction;Perceived value and satisfaction are the main factors driving consumers to continue to buy clothing.The social presence felt by consumers in the broadcast room positively affects the perceived value,while the social presence felt has no effect on the continuous purchase intention.This study has enriched the relevant research on consumer decision-making behavior in the context of live streaming e-commerce,expanded the application of consumer perceived value in the field of marketing,and provided a theoretical basis for the study of live streaming e-commerce and some reference for the live streaming e-commerce of clothing enterprises.

关 键 词：直播电商 持续购买意愿 期望确认 社会临场感 感知价值 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]