摘要
明星直播模式的产生,拉近了品牌与青年消费群体间的距离,为品牌带来前所未有的销量与竞争优势。文章采用文献综述、调查问卷、数理统计等方法,基于AISAS模型并结合网络营销4I原则,分析了明星直播模式下青年群体购买意愿产生的四方面因素:趣味性、利益性、互动性、意见领袖。运用线性回归模型,基于服装类品牌的明星直播模式,对青年群体的购买意愿进行研究,最后针对分析结果提出了相应的改进建议。
The emergence of the star live streaming mode has brought the brand closer to the youth consumer group,bringing unprecedented sales and competitive advantages to the brand.Based on the AISAS model and combined with the 4I principle of online marketing,the paper adopts methods such as literature review,survey questionnaire,and mathematical statistics,to analyze the four factors that influence the purchase intention of young people under the star live streaming mode:interest,benefit,interactivity,and opinion leaders.Using a linear regression model and based on the star live streaming model of clothing brands,this study investigates the purchase intention of young people,and corresponding improvement suggestions were proposed based on the analysis results.
作者
杨晋
YANG Jin(School of Management,Jiangsu Institute of Technology,Changzhou 213001,China)
出处
《西部皮革》
2023年第21期12-14,共3页
West Leather
基金
江苏省高校哲学社会科学研究一般项目“疫情背景下直播电商产业发展现状、影响因素分析与发展战略研究”(2020SJA1200)。
关键词
品牌服装
青年群体
购买意愿
brand clothing
youth groups
purchase intention
