[1]葛雨心,何 瑛*.服装直播中消费者购买意愿的影响因素对比[J].服装学报,2022,7(05):459-464.
　GE Yuxin,HE Yin*.Comparison of Influencing Factors of Consumers’ Purchase Intention in Apparel Live Broadcast[J].Journal of Clothing Research,2022,7(05):459-464.
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服装直播中消费者购买意愿的影响因素对比()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第7卷
期数:
2022年05期
页码:
459-464
栏目:
服装设计与营销
出版日期:
2022-10-31

文章信息/Info

Title:
Comparison of Influencing Factors of Consumers’ Purchase Intention in Apparel Live Broadcast
作者:
葛雨心1;  何 瑛*1; 2
1. 浙江理工大学 服装学院,浙江 杭州 310018; 2. 浙江理工大学 丝绸文化传承与产品设计数字化技术文化和旅游部重点实验室,浙江 杭州 310018
Author(s):
GE Yuxin1;  HE Yin*1; 2
1. School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China; 2. Key Laboratory of Silk Culture Heritance and Products Design Digital Technology,Ministry of Culture and Tourism, Zhejiang Sci-Tech University, Hangzhou 310018, China
分类号:
F 713.55; F 724.6
文献标志码:
A
摘要:
通过问卷调查和弹幕爬取的方法,探究服装直播中消费者购买意愿的影响因素,并采用对比法分析不同数据源下消费者购买意愿影响因素的差异。研究表明,问卷调查和弹幕爬取这两种方法所得到的直播间消费者购买意愿的主要影响因素均为服装产品,两种方法所得结果的差异主要为主播因素和直播间内容与服务因素。根据此结果可从不同角度为服装直播电商的改进与发展提供营销建议。
Abstract:
There are many factors influencing consumers’ purchase intention in the scene of clothing live broadcast. In order to explore the influencing factors, this paper used the method of bullet screen crawling to obtain data from the questionnaire survey. And the comparison method was used to analyze the differences of influencing factors of consumers’ purchase intention under different data sources. The study shows that the clothing products are the main factors affecting consumers’ purchase intentions in the live broadcast, and the main difference between the conclusions obtained under these two different data sources is mainly the extent to which the host factor and the live broadcast factor affect consumers. Based on the results, marketing suggestions can be provided for the improvement and development of clothing live streaming e-commerce from different perspectives.

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(责任编辑:张 雪)

更新日期/Last Update: 2022-10-30