摘要
Abstract
With the development of internet technology and the continuous upgrading of public consumption demand,live streaming marketing has become a standard marketing tool for business distribution enterprises.Live streaming has gradually become an important online port for the external marketing of clothing enterprises with its strong immediacy,good interactivity and high sense of reality,as well as a new connection between clothing enterprises and consumers,which plays an important role in stimulating consumption,expanding market share and promoting economic development.As the main medium connecting merchants and consumers in live streaming marketing,interactive information is an important factor influencing consumers'perception of products and purchase decisions.Therefore,effective live interactive information can help to improve the live streaming activity and consumer perception,and further promote the continuous improvement of brand live streaming benefit.
Based on the results of literature combing,and combining the characteristics of clothing products,the article constructed a theoretical model based on the variables of clothing live streaming marketing interactive information and consumers'purchase intention,and divided the interactive information of clothing live streaming based on different dimensions.Specifically,the interactive information was divided into four dimensions,namely,product interactive information,quality interactive information,promotion interactive information,and experience interactive information.The questionnaires were collected for analysis,the collected 374 questionnaires were tested for reliability and validity and analyzed by structural equation modeling by using SPSS 24.0 and AMOS 24.0,and the moderating effect of brand reputation was analyzed by using Process plugin.The results show that live clothing streaming marketing interactive information has a significantly positive effect on consumers'willingness to buy,product interactive information,quality interactive information and experience interactive information have a significantly positive effect on perceived information quality,perceived information quality has a mediating effect between product interactive information,quality interactive information,promotion interactive information and willingness to buy,while brand reputation positively moderates between product interaction information,quality interatctive information,promotion interactive information and purchase intention.
The article aims to reveal the mechanism of the influence of interactive information on consumers'purchase intention in live clothing streaming,and at the same time puts forward relevant countermeasure suggestions.First,when clothing webcasts are broadcast,the interaction between anchors and consumers should be strengthened,and the interaction between consumers should be actively guided.Then,each brand should improve the quality of consumers'perception of the interactive information produced by the live broadcast.Finally,clothing brands should safeguard the excellence of their own brand reputation.The results of the study will help clothing companies better understand the information needs of consumers,and provide reference for companies to improve their live streaming marketing plans and optimize the content and methods of live streaming.关键词
直播营销/互动信息/感知信息质量/品牌声誉/购买意愿/结构方程模型Key words
live streaming marketing/interactive information/perceived information quality/brand reputation/purchase intention/structural equation modeling分类
轻工纺织
