穿搭视频上传者视频发布对消费者服装购买意愿的影响

Impact of the Video Posting of Uploader Wearing on Consumers'Willingness to Buy Clothes

针对短视频的兴起,通过文献梳理和理论分析,提出以感知价值为中介变量,穿搭视频上传者视频发布对消费者服装购买意愿影响的研究假设及理论模型,并基于网络问卷调研数据,通过SPSS25.0软件进行因子分析和多元回归分析验证假设。研究表明,视频上传者特征、服装产品质量、内容推荐、视频关注度4种因素显著正向影响消费者服装购买意愿;感知价值在视频上传者特征、视频关注度与消费者服装购买意愿之间存在部分中介作用;感知价值在服装产品质量、内容推荐与消费者服装购买意愿之间存在完全中介作用。

In response to the rise of short videos,through literature review and theoretical analysis,this study proposed research hypotheses and theoretical models on the impact of wearing uploader video posting on consumer clothing purchase intentions mediated by perceived value.Using data from an online survey,factor analysis and multiple regression analysis were conducted with SPSS 25.0 software to validate the hypotheses.The results show that four factors,including uploaler characteristics,clothing product quality,content recommendations,and video engagement,have a significant positive impact on consumers'clothing purchase intentions.Perceived value partially mediates the relationship between influencer characteristics,video engagement,and consumers'clothing purchase intentions,while it fully mediates the relationship between clothing product quality,content recommendations,and consumers'clothing purchase intentions.