直播电商情境下服装消费者购买意愿的影响因素研究——基于临场感视角

Research on Factors Infl uencing Clothing Consumers’Purchase Intentions in Livestreaming E-commerce--Based on the Perspective of Presence

直播电商作为一种新的商业模式,因实现了主播与消费者的实时互动,促进了消费者的临场感产生。本文基于临场感视角,将临场感划分为社会临场感、产品临场感、空间临场感三个维度,结合SOR理论,研究服装直播中消费者购买意愿的影响因素。结果显示,在服装直播中,社会临场感、产品临场感和空间临场感均显著正向影响感知信任和感知有用性,而感知有用性显著正向影响购买意愿。据此,本文提出服装直播的商家可从以下三个维度的临场感出发:积极与观众互动,提升观众的聊天体验,增强社会临场感;全面介绍产品信息,通过模特上身试穿服装等增强产品临场感;营造尽量真实的直播间环境,增强空间临场感,影响消费者的有用性感知从而促进消费。

As a burgeoning business model,livestreaming e-commerce enhances the sense of presence for consumers through real-time interaction between hosts and consumers.Based on the perspective of presence,presence is divided into three dimensions:social presence,product presence,and physical presence.Combining this with the SOR theory,the author discusses the impression factors of consumer purchase intentions in clothing live streaming.The results show that:in clothing live streaming,social presence,product presence,and physical presence significantly and positively influence perceived trust and perceived usefulness,and perceived usefulness significantly positively influences purchase intentions.Accordingly,this paper suggests that apparel live-streaming merchants can focus on the following three dimensions of presence:actively interact with the audience to enhance the chat experience and strengthen social presence;provide a comprehensive introduction to product information,and enhance product presence through model try-ons;create a realistic live-streaming environment to enhance spatial presence,influencing consumers'perception of usefulness and thus promoting consumption.