服装直播带货多要素感知价值的影响研究  

Study on the influence of multi-element perceived value of clothing live broadcast

作　　者：李文欣 杜劲松[2,3] 赵国华 黄颂臣 LI Wenxin;DU Jinsong;ZHAO Guohua;HUANG Songchen(College of Fashion and Design,Ministry of Education,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;College of Textiles and Clothing,Xinjiang University,Urumqi 830046,China;BaoxiniaoHolding Co.,Ltd.,Wenzhou 325102,China;Heilan Group Co.,Ltd.,Wuxi 214426,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]新疆大学纺织与服装学院,乌鲁木齐830046 [4]报喜鸟控股股份有限公司,浙江温州325102 [5]海澜之家集团股份有限公司,江苏无锡214426

出　　处：《丝绸》2023年第12期85-91,共7页Journal of Silk

摘　　要：为了解决服装专业生产内容模式(Professional Generated Content, PGC)的直播带货面临的达人、产品和粉丝间配性差等问题,文章采用问卷分析、因果矩阵、专家评价、界值法等,为直播带货效果评价建立了由10个关键细分指标和2个关键评价指标组成的评价体系,并借助结构方程模型构建了PGC直播带货综合感知价值模型。模型中作为前变量的服装属性和主播知名度,依次负面影响作为中介变量的主播专业性、主播互动性和粉丝特征,负面影响作为因变量的直播感知价值。通过5场电商直播带货数据检验模型的应用效果,结果证明综合直播感知价值与实际销售额呈正相关关系。According to the statistics of China Internet Network Information Center,in June 2023,the number of live streaming E-commerce consumers in China was 751 million,accounting for 70.3%of the total Internet users.Live streaming E-commerce is effectively combining live streaming anchors,fan characteristics and clothing attributes through the professional production content mode,so as to quickly improve the awareness of clothing products in the public domain market and maximize the clothing sales ability.However,the live broadcast of the clothing professional production content mode has the problem of poor matching between talents,products and fans,and the existing studies are also not systematic and objective.It is of great significance to systematically study the influence of anchors and fan characteristics on the comprehensive perceived value of E-commerce live broadcast from the perspective of professional production content.To study the influence of multi-elements of live steaming E-commerce on marketing effect from the perspective of professional production content,we collected 21 segmentation elements and seven evaluation indexes through the literature review,introduced the causal matrix,invited experts to score the relevance of each subdivision element and evaluation index through questionnaire survey,used the boundary value method to screen out 13 key segmentation elements and two evaluation indicators,and established an observation variable composed of key subdivision elements and evaluation indicators.Based on the knowledge of Zhiyi Tech E-commerce data,we randomly collected data of 110 live broadcasts,quantified and normalized the observed variables through measurement methods,and obtained six latent variables,namely fan characteristics,anchor professionalism,anchor popularity,anchor interaction,clothing attribute and perceived value of live broadcast by exploratory factor analysis.Combined with literature review,we hypothesized the relationship between the six latent variables,established a live broadcast

关 键 词：直播带货 服装属性 粉丝特征 主播专业性 主播互动性 感知价值 结构方程 销售额 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]