Influence Mechanism of Clothing Anchor Features on Consumers'Purchase Intention

• 作者: CHEN Xiaona LIU Jing
• 来源期刊: 东华大学学报（英文版）
• 年，卷（期）: 2021,（4）
• 所属期刊栏目: Apparel Engineering
• 页码范围: 376-384
• 页数: 9页
• 分类号: TS941.1
• 语种: 英文
• DOI: 10.19884/j.1672-5220.202012116

摘要

Relying on the field of e-commerce live broadcast,the features of clothing anchors are divided into four dimensions:charm features,recommendation features,display features and interaction features.The intermediate variable of social presence is introduced to construct a theoretical model of e-commerce live broadcast consumers'purchase intention.Based on the questionnaire survey data collection,using SPSS 23.0 software and Amos 23.0 software to analyze the data,it is concluded that the features of charm,recommendation,display and interaction of the clothing anchors have a significant positive impact on consumers'purchase intentions.Social presence plays a mediating role in the influence of the features of charm,recommendation,display and interaction on consumer'purchase intention.