服装类电商短视频因素对消费者购买因素的影响

The Impact of Short Video Factors in Clothing E-Commerce on Consumer Purchasing Factors

摘要: 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。

Abstract: 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.