摘要
中国短视频营销模式正在兴起,但也存在内容同质化、推送垂直化等问题,因此探究服装类短视频特征对于消费者购买意愿的影响,有助于打造更好的短视频营销内容并吸引用户。文章基于SOR模型构建服装类短视频的特征与消费者购买意愿之间的关系并设计发放问卷,再对297份有效问卷数据进行结构方程模型分析,最终得出结论:服装类短视频的可信性、娱乐性、吸引力正向显著影响消费者购买意愿;消费者感知有用性和感知愉悦性均在服装类短视频的可信性、娱乐性、吸引力特征与购买意愿之间充当完全中介。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。
In recent years,China’s short video industry has developed rapidly and the market size has witnessed rapid development.As speculated by iResearch,the market revenue for 2021 would reach 211.03 billion.China Statistical Report on Internet Development shows that the most popular form of content for Chinese consumers is short video content.As of December 2020,the number of short video users reached 873 million and they had a high stickiness.The huge revenue and the customer base behind it have created a new Internet marketing mode-short video marketing,which has become a new trend for clothing merchants and enterprises to carry out online marketing with its advantages of high interactivity,low cost and fast communication.Nevertheless,there are some problems in short video marketing:the vertical distribution is obvious,“information cocoons”appear and the marketing scope is narrowed;content homogenization is serious,and users have aesthetic fatigue,resulting in the complex creation;the quality of short videos is unstable,affecting user trust;the interaction between marketers and user is not high,there are communication difficulties,etc.Therefore,exploring the impact of short video features on consumers’purchase intention can help to cater to users’preferences more precisely and expand the market beyond the core area to attract more potential customers and increase consumers’purchase intention.This paper analyzes and summarizes the literature related to short video marketing and combines the preferences of consumers watching short videos today,extracts four characteristics of apparel short videos:professionalism,trustworthiness,entertainment and attractiveness,and proposes mediating variables perceived usefulness and perceived pleasure,and finally builds a model based on Stimulus-Organism-Response theory for the influence of apparel short video characteristics on consumers’purchase intention.Based on the Stimulus-Organism-Response theory,a model of the influence of apparel short video features on consumers’purchase intention is finally built,in which S in the model corresponding to the four features of professionalism,trustworthiness,entertainment and attractiveness of short videos is taken as the independent variable,O in the model corresponding to perceived usefulness and perceived pleasure is taken as the mediating variable,and R in the model corresponding to purchase intention is taken as the dependent variable,and the relationship among them is explored.The main innovation of this paper is to use the SOR model to solve the problem of the influence of apparel short videos on consumers’purchase intention,and to replace perceived usefulness with perceived pleasantness based on the TAM model and short video characteristics,which is more in line with the usage scenario of short videos.Finally,with the help of SPSS and AMOS structural equation model for analysis and validation,we find that the credibility,entertainment,and attractiveness of apparel short videos positively and significantly affect consumers’purchase intention;both consumers’perceived usefulness and perceived pleasure act as complete mediators between the credibility,entertainment,and attractiveness features of apparel short videos and purchase intention.In the future,we can consider combining the model with other factors such as short video platforms and short video bloggers to enrich the study of apparel short videos and make it have more practical guidance,and pay attention to the ratio of men and women when the questionnaire is collected to explore whether there is a difference between men and women in consumers’purchase intention for apparel short videos.
作者
沈奕君
曲洪建
SHEN Yijun;QU Hongjian(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《丝绸》
CAS
CSCD
北大核心
2023年第1期88-96,共9页
Journal of Silk
关键词
服装类
短视频营销
短视频特征
感知有用性
感知愉悦性
购买意愿
clothing
short video marketing
short video features
perceived usefulness
perceived pleasure
purchase intention
作者简介
沈奕君(1996),女,硕士研究生,研究方向为服装产业经济与管理;通信作者:曲洪建,教授,quhongjian0535@126.com。
