直播限时促销与主播信任度对服装消费者购买行为的影响

The impact of live streaming time-limited promotion and anchor trust on consumers’clothing purchasing behavior

随着越来越多的服装品牌关注并开展服装直播电商,研究服装直播电商限时促销策略对消费者购买行为的影响具有重要的现实意义。文章基于S-O-R理论、信任、限时促销和感知价值等理论,采用结构方程模型构建以直播限时促销和主播信任度为环境变量,感知价值为中介变量的消费者购买行为模型,并提出相关研究假设。研究结果表明:消费者感知价值对购买行为具有正向显著影响,同时感知价值在主播信任度、直播促销价格对购买行为的影响中起到了完全中介作用;直播促销时间对消费者服装购买行为有直接显著影响。最后为品牌开展直播电商提供指导意见。

As more and more apparel brands pay attention to and initiate e-commerce live streaming for apparel,it is of great practical significance to explore the influence of time-limited promotion strategies of e-commerce live streaming of apparel on consumers’purchasing behavior.Based on theories about S-O-R,trust,time-limited promotion and perceived value,this study adopts a structural equation model to construct a consumers’purchasing behavior model with time-limited promotion and anchor trust as environmental variables and perceived value as a mediating variable,and puts forward corresponding research hypotheses.The results suggest that consumer perceived value has a positive and significant impact on purchasing behavior,and the perceived value plays a fully mediating role in the influence of anchor trust and live streaming promotion price on purchasing behavior.Live streaming promotion time has a direct and significant impact on consumers’garment purchasing behavior.In the end,guiding opinions are provided for brands to launch e-commerce live streaming.