虚拟主播特征对消费者服装购买意愿的影响
Influence of virtual anchor characteristics on consumers'clothing purchase intention
冯润榴 1曲洪建1
作者信息
- 1. 上海工程技术大学 纺织服装学院,上海 201620
- 折叠
摘要
为了探究虚拟主播特征如何在直播营销中影响消费者的服装购买意愿,文章在分析虚拟主播、服装直播的基础上,提出虚拟主播特征的维度指标,并构建虚拟主播特征与消费者服装购买意愿之间的关系模型.利用SPSS、AMOS软件对收集的有效问卷进行分析.结果显示:虚拟主播的吸引力、互动性、专业性、智能性、信息质量对消费者服装购买意愿均有积极影响;感知有用性、满意度在虚拟主播特征与消费者服装购买意愿之间起着部分中介作用;满意度、感知有用性的链式中介效应成立,建议虚拟主播未来可从吸引力、互动性、专业性、智能性、信息质量 5 个维度进行改善,文章可为虚拟主播在服装行业的发展提供参考.
Abstract
In order to explore how the characteristics of virtual anchor affect consumers clothing purchase intention in live broadcast marketing,based on the theoretical analysis of virtual anchor and clothing live broadcast,a dimension index of virtual anchor characteristics was proposed in this paper,and a relationship model with consumers'clothing purchase intention was constructed.The collected valid questionnaires were analyzed by using SPSS and AMOS software,and the results show that virtual anchor attraction,interactivity,professionalism,intelligence,and information quality all have a positive influence on the clothing purchase intention,perceived usefulness and satisfaction play some intermediary role between virtual anchor characteristics and clothing purchase intention,and the chain mediation effect of satisfaction and perceived usefulness holds true.The result suggests that virtual anchor should improve in five dimensions:attraction,interactivity,professionalism,intelligence and information quality,providing reference for the development of virtual anchors in the clothing industry in the future.
关键词
虚拟主播特征/服装购买意愿/感知有用性/满意度/实证分析Key words
virtual anchor characteristics/clothing purchase intention/perceived usefulness/satisfaction/empirical analysis引用本文复制引用
出版年
2024
NETL
NSTL
维普
万方数据