服装主播特征要素对目标消费群体吸引力的影响模型研究

Research on the Influence Model of Apparel Streamer Characteristics on Target Consumer Attraction

摘要: 为破解服装直播同质化价格竞争困境，本研究旨在剥离价格干扰，深入探究主播非价格要素(知名度、专业性等七维特性)对消费者吸引力的独立影响机制，以明确真正驱动用户决策的关键因子。基于S-O-R与信源吸引力模型构建理论模型，通过问卷调查收集321份有效数据，并运用SPSS与AMOS工具进行信效度检验、验证性因子分析与SEM结构方程模型分析，通过皮尔逊相关系数矩阵检验变量间的关系及研究假设。实证分析表明，专业性、可信性、知名度、个人形象、互动性、共情能力、主播吸引力对消费者吸引力产生显著正向影响。本研究揭示了在价格中性场景下，专业信任及互动是俘获消费者的核心，解决在非价格要素作用下服装主播对目标消费者吸引力影响的问题，建议商家从追求“流量网红”转向构建“专家型”主播人设，为行业优化直播内容提供了精准的实践指引。

Abstract: To address the issue of homogeneous price competition in live-streaming apparel commerce, this study aims to eliminate price interference and thoroughly investigate the independent impact mechanisms of streamers’ non-price factors (comprising seven dimensions, including popularity and professionalism) on consumer attraction, thereby identifying the key drivers of user decision-making. A theoretical model was constructed based on the Stimulus-Organism-Response (S-O-R) framework and the Source Attractiveness Model. Data were collected through a questionnaire survey with 321 valid responses and analyzed using SPSS and AMOS for reliability and validity tests, confirmatory factor analysis, and structural equation modeling (SEM). Variable relationships and research hypotheses were examined using a Pearson correlation matrix. Empirical results demonstrate that professionalism, credibility, popularity, personal image, interactivity, empathy, and streamer attractiveness collectively exert significant positive effects on consumer attraction. This study reveals that in price-neutral scenarios, professional trust and interactivity constitute the core elements for capturing consumer interest, effectively addressing the research problem of how non-price factors influence target consumers’ attraction to apparel streamers. It is recommended that businesses shift from pursuing “influencer celebrities” to cultivating “expert-style” streamer personas, thereby providing precise practical guidance for optimizing live-streaming content in the industry.