服装直播营销要素对消费者使用态度的影响

Influence of Apparel Live Broadcast Elements on Consumers'Attitude Toward Using

为促进服装品牌在直播营销方向的发展,选取技术接受模型作为理论基础,通过相关文献提取影响服装消费者使用直播态度的要素;并基于问卷调研数据,采用描述性分析、相关分析及回归分析探讨消费者观看直播的行为偏好以及使用态度。研究表明:感知娱乐性、感知互动性及感知优惠性显著正向影响消费者使用态度,由此提出相应的建议。

In order to promote the marketing development of clothing brands in the field of live broadcast,the technology acceptance model was selected as the theoretical basis,and the factors influencing consumers'attitude towards live broadcasting were extracted through relevant literature.Based on questionnaire survey data,several analysis namely descriptive analysis,correlation analysis and regression analysis were used to explore consumers'behavioral preferences and attitudes towards watching live broadcast.The research shows that perceived entertainment,perceived interactivity and perceived preference express significant positive effects on consumers'using attitudes,thus the corresponding suggestions are put forward accordingly.