网络直播环境下定制服务感知对消费者购买意愿的影响

Impact of perceived customized services on consumer purchase intention in a live streaming environment

随着定制服务与网络直播的兴起,提高消费者对定制服务的满意度以及购买意愿成为研究重点。选取独特性需求、自我实现需求、参与体验需求、操作易用性和直播互动性作为自变量,以满意度和感知风险作为中介变量,研究网络直播环境下定制服务感知对消费者购买意愿的影响。采用信效度分析、因子分析和结构方程进行数据统计分析以验证假设。结果表明:独特性需求、自我实现需求、参与体验需求和直播互动性对购买意愿有正向影响,而操作易用性对购买意愿无显著影响,研究结果将丰富网络直播环境下定制服务感知对消费者购买意愿的研究,并为服装企业在网络直播中应用定制服务提供建议。

With the rise of customized service and network broadcast,improving consumers′satisfaction with customized service and purchasing intention has become the focus of research.Unique demand,self-realization demand,participation experience demand,ease of operation and live interaction were selected as independent variables,and satisfaction and perceived risk were taken as intermediary variables to study the impact of customized service perception on consumers′purchase intention in the network live broadcast environment.Reliability and validity analysis,factor analysis and structural equation were used for statistical data analysis to verify the hypothesis.The results show that uniqueness demand,self-actualization demand,participation experience demand and live interaction have a positive impact on purchase intention,while ease of operation has no significant impact on purchase intention.The research results will enrich the research on the effect of customized service perception on consumers′purchase intention in the network broadcast environment,and provide suggestions for apparel enterprises to apply customized services in network broadcast.