Impact of perceived customized services on consumer purchase intention in a live streaming environment
With the rise of customized service and network broadcast,improving consumers'satisfaction with customized service and purchasing intention has become the focus of research.Unique demand,self-realization demand,participation experience demand,ease of operation and live interaction were selected as independent variables,and satisfaction and perceived risk were taken as intermediary variables to study the impact of customized service perception on consumers'purchase intention in the network live broadcast environment.Reliability and validity analysis,factor analysis and structural equation were used for statistical data analysis to verify the hypothesis.The results show that uniqueness demand,self-actualization demand,participation experience demand and live interaction have a positive impact on purchase intention,while ease of operation has no significant impact on purchase intention.The research results will enrich the research on the effect of customized service perception on consumers'purchase intention in the network broadcast environment,and provide suggestions for apparel enterprises to apply customized services in network broadcast.
live streamingpurchase intentioncustomized service perceptionperceived riskdegree of satisfaction
NETL
NSTL
万方数据
