Exploring the factors influencing apparel consumers'use of live streaming
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.
apparel consumerslive streamingintention to useTAM model
万方数据
维普
