电商直播平台特征对服装消费者购买意愿的影响

Influence of e-commerce live platform features on purchase intention of clothing consumers

为探讨电商直播平台特征要素与空间临场感对服装消费者购买意愿的影响,以电商直播领域为依托,将平台特征划分为信息内容、外观设计与导航系统3个维度,引入空间临场感这一中间变量,构建电商直播平台下服装消费者购买意愿理论模型。基于问卷调研与数据收集,运用SPSS 23.0和AMOS23.0软件分析数据并得出:电商直播平台特征中,信息内容、外观设计与导航系统均显著正向影响服装消费者购买意愿。空间临场感在平台特征对购买意愿的影响中起部分中介效应的作用。因此,营造具有空间临场感的直播平台特征,会提升服装消费者观看直播的真实感从而促进购买意愿的达成。

In order to explore the impact of characteristic elements of e-commerce live broadcasting platform and spatial presence on purchase intention of clothing consumers,the platform features were divided into information content,appearance design and navigation system based on the field of e-commerce live broadcasting,spatial presence was introduced as a mediating variable,and a theoretical model of clothing consumers’purchase intention was constructed based on e-commerce live broadcasting platform.Based on the questionnaire survey and data collection,SPSS 23.0 and AMOS23.0 software were used for data analyzing,the following conclusion was drawn:the information content,appearance design and navigation system in the characteristics of e-commerce live platform have a significant positive impact on clothing consumers’purchase intention,spatial presence plays a partial mediating role in the influence of platform characteristics on purchase intention.Therefore,creating a live broadcast platform with atmosphere of space and presence will enhance the reality of clothing consumers to watch the live broadcast,so as to promote the achievement of purchase intention.