In order to improve the visual experience of clothing short video and stimulate consumers'purchase intention,this paper takes tiktok as the breakthrough point,based on SOR theory,constructs the influence of the visual perception of clothing short videos purchase intention.And the mediating role of perceived usefulness and the moderating role of short video heat are also discussed.The results show that the visibility of clothing short video and consumers'perceived usefulness have positive impact on consumers'purchase intention.Consumers'perceived usefulness plays an intermediary role in visibility and purchase intention.The popularity of clothing short video plays an adjustable intermediary role between the visibility of clothing short video and the perceived usefulness of consumers.This research can provide a basis for garment enterprises to improve the visual marketing effect of short video,and provide new ideas for the marketing methods and promotion means of garment short video.
关键词
服装短视频/感知有用性/购买意愿/抖音/视觉营销
Key words
Clothing Short Video/Perceived Usefulness/Purchase Intention/Tiktok/Visual Marketing
维普
万方数据