服装短视频可视性对购买意愿的影响研究

为了提高服装短视频视觉体验,刺激消费者的购买意愿,以抖音为切入点,基于SOR理论构建服装短视频可视性对消费者购买意愿的影响机制模型,以及感知有用性的中介作用和短视频热度的调节作用。研究表明:服装短视频可视性和消费者的感知有用性正向影响消费者购买意愿;消费者感知有用性在可视性和购买意愿中起中介作用;服装短视频热度在服装短视频可视性和消费者感知有用性之间起可调节中介作用。该研究可为服装企业提升短视频视觉营销效果提供依据,为服装短视频的营销方式和推广手段提供新思路。

服装类电商短视频因素对消费者购买因素的影响

随着短视频营销模式的兴起,服装类短视频因素对消费者购买意愿的影响是一个具有前瞻性的思路,可以为打造更优质的短视频营销内容提供重要参考,吸引更多用户。但该现象存在内容同质化和推送垂直化的问题。本文基于多元线性回归模型,围绕穿搭经验、服装专业知识、服装产品质量、服装价格、短视频效果和购物体验六个方面设计发放问卷,再对收集的有效数据进行信度和有效度检验。最后以这六个纬度为自变量,以购物意愿为因变量建立多元线性归回模型,用以研究得出服装类短视频购买因素与影响因素的关系,最后根据结论改进服装类短视频营销策略,给服装类博主及企业提供参考。With the rise of short video marketing models, the impact of clothing related short video factors on consumer purchase intention is a forward-looking approach that can provide important references for creating higher quality short video marketing content and attracting more users. However, there are issues with content homogenization and vertical push. This article is based on a multiple linear regression model, and designs and distributes questionnaires around six aspects: dressing experience, clothing professional knowledge, clothing product quality, clothing prices, short video effects, and shopping experience. The reliability and validity of the collected valid data are then tested. Finally, using these six dimensions as independent variables and shopping intention as the dependent variable, a multiple linear regression model is established to study the relationship between purchasing factors and influencing factors of clothing short videos. Finally, based on the conclusion, the marketing strategy of clothing short videos is improved, providing reference for clothing bloggers and enterprises.

短视频内容营销对消费者购买意愿的影响分析——以服装测评类短视频为例

文章以服装测评类短视频为研究对象,以短视频内容营销中四个维度即信息型内容、真实性内容、趣味性内容、情感性内容为自变量,以信任和感知价值为中介变量,以消费者购买意愿为因变量进行实证分析。结果发现:测评类短视频内容营销维度对购买意愿有直接影响,信任和感知价值在二者间起到部分中介作用。因此,建议测评类短视频运营者做好内容营销,重点呈现内容的信息丰富程度、真实性、趣味性和情感性等,以增强消费者对短视频内容的信任和价值判断,提升购买意愿。