Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience

Abstract

Based on the stimulus-organism-response (SOR) framework, this research introduces perceived value and immersive experience, and builds a model of media interaction affecting consumers’ consumption of clothing in mobile short video app (MSVA). Among the conducted survey, using the method of questionnaire survey, a total of 820 questionnaires were collected, and data from 752 valid questionnaires were used for analysis. The research results showed that the MSVA media interaction has a positive impact on perceived value, immersion experience, and purchase intention; Perceived value has a significant positive impact on immersion experience and purchase intention; Immersion experience has a significant positive impact on purchase intention. Perceived value and immersion experience play a mediating role in the relationship between social media interactivity and purchase intention. This research will provide theoretical support for clothing marketing businesses of MSVA and suggestions for the development and design of MSVA.

Is online shopping addiction still a depressive illness? —— the induced consumption and traffic trap in live E-commerce

“… Investment Utilitarian purchases (UP) PP1 You believe that the products recommended by e-commerce hosts perfectly meet your needs. [ 63 ] PP2 You believe that the products recommended in e-commerce live streaming are everyday essentials in your daily life. PP3 You believe that the products recommended in e-commerce live streaming are highly practical.…”

How to interact with consumers to enhance their purchase intention? Evidence from China’s agricultural products live streaming commerce

“…Previous studies have shown that perceived value mediates the relationship between social media interaction and purchase intention (Hewei, 2022). Kim et al (2023) found that social media interaction can enhance utilitarian value, entertainment value, and social value, thus promoting consumer purchase decisions.…”

Nghiên Cứu Ảnh Hưởng Của Tiếp Thị Video Ngắn Trực Tuyến Đến Hành Vi Tiêu Dùng Sản Phẩm Văn Hóa

“…Nghiên cứu này kế thừa các thang đo tương ứng của các nghiên cứu trước của Liu và ctg (2019), Yüksel (2016), Hewei (2022) với từng khái niệm tiềm ẩn. Thang đo sơ bộ có tổng cộng 31 biến quan sát.…”