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
Key words
apparel consumers/live streaming/intention to use/TAM model
维普
万方数据