服装消费者使用直播购物的影响因素探究  

Exploring the factors influencing apparel consumers′use of live streaming

作　　者：陈彩霞[1,2] 叶宝文 朱奕[1,2] CHEN Caixia;YE Baowen;ZHU Yi(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;Xinjiang Industry Technical College,Urumqi,Xinjiang 830021,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]新疆轻工职业技术学院,新疆乌鲁木齐830021

出　　处：《毛纺科技》2024年第3期113-119,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-08,2232020E-03);上海高校知识服务平台基金项目(13S107024)。

摘　　要：为探究影响服装消费者使用直播购物的因素,通过文献梳理和分析构建研究理论模型,运用问卷调查法和结构方程模型分析发现:消费者对直播购物的感知有用性、感知易用性、主观规范和信任均对使用直播购物有显著正向影响;感知易用性和主观规范均显著正向影响感知有用性。此外,直播中的社会临场感可以显著影响消费者对直播的信任,但对直播的使用意向影响不显著。研究结论有助于促进服装消费者使用直播购物,对提高相关从业人员的直播营销效果具有借鉴意义。In order to explore the factors influencing apparel consumers′use of live streaming,a theoretical research model was built through literature review and analysis,and the results of questionnaire survey method and structural equation model were used to analyze and it was found that consumers′perceived usefulness,perceived ease of use,subjective norms and trust in live streaming all had a significant positive impact on the use of live streaming.Both perceived ease of use and subjective norms significantly positively affect perceived usefulness.In addition,the social presence in live streaming can significantly affect consumers′trust in live broadcasting,but it has no significant impact on the use intention of live broadcast.The research conclusion is helpful to promote the use of live streaming by apparel consumers,and has reference significance for improving the effect of live streaming marketing for relevant practitioners.

关 键 词：服装消费者 直播购物 使用意向 TAM模型 

分 类 号：F724.6[经济管理—产业经济] TS941[轻工技术与工程—服装设计与工程]